When we make a choice, we think we know what we're getting. We assume that our reasoning is fully capable of making the best choice. Wrong! this video by Dan Ariely demonstrates how default options can strongly affect our decision making. Having an uglier option may be the best option for a marketer. I believe the example Dan gives about the forms or the package deals can play a big part in "tricking" the target market into picking a favored option. I can see this being applied into something as simple as { Please tick the box if you do not want to receive newsletters - [ ] } I know it works because that's what Rmit's Student Union does. hahaha. We have nearly a full 100% that leaves that option unticked. Which explains the spam people :)