If I had to name the upcoming religion of the 21st century, I would say Choicism. Because, thanks to the ubiquitous market, everyone believes in choice! Everyone seems to be converted to believe that they all have choice. Between NDA and UPA. Among Coke, Pepsi and Thums Up. Between pop corn and sweet corn. The invisible choice, something like the invisible hand. The advertisements are our daily sermons strengthening our belief in choice and telling us that it is ever expanding and increasing. That there's choice in everything, much on the lines of the belief that god is everywhere. God might find lesser prevalence in objects, but the market infuses choice into all that can be bought and sold, it has the ability to convert everything with a wand held by its invisible hand into objects in which you have choice. Choice thus seems to be everywhere though you cannot see it.