Typical of American ideology is that one espouses doctrine in complete ignorance that one is doing so. Ideology becomes second nature. The espousal of choice as the foundation of economics is absurd not only because markets are moved at the statistical rather than individual level, but because it is a transparent displacement of theological doctrine into the consumerist sphere of which no one cares to make himself aware. Moral choice is apotheosized as the choice of a brand name. The reason why the man on the corner handing out leaflets is known in advance to be either a proselyte or a seller is because the two converge on the same act.