Choosing is one of the most common and important actions people take: we choose where to work, how to get there, who to vote for, and what to have for lunch. These scenarios are studied in economics, psychology, and (recently) computer science under the umbrella of “discrete choice” (as opposed to continuous choices, like how much milk to put in your coffee). In a discrete choice setting, we’re presented with a set of options (the choice set) and we make a selection from the available items.