It's the feeding frenzy of the New Year Sales. Whether or not most sales ever offer genuine savings we are faced with endlessly increasing choice which although it is something that we think we need it only serves to make us increasingly unhappy. We discuss evidence that the brain subconsciously synthesises its own happiness but only if it is given the opportunity with enough time to do so which choice robs it of. We reflect how choice or lack thereof is reflected in free speech, politics and religion and where as such what we think is our right is actually not helping us at all. We conclude that making the best of what you have as long as there are no deal breakers may be the best solution to being a slave of chasing the ultimate.