" The first is that seemingly small features of social situations can have massive effects on people’s behavior; nudges are everywhere, even if we do not see them. Choice architecture, both good and bad, is pervasive and unavoidable, and it greatly affects our decisions. The second claim is that libertarian paternalism is not an oxymoron. Choice architects can preserve freedom of choice while also nudging people in directions that will improve their lives. We have covered a great deal of territory, including savings, Social "

― Richard H. Thaler , Nudge: Improving Decisions About Health, Wealth, and Happiness