I think this sums up the issues I have with most of the discussions where "consumer choice" or "personal responsibility" are touted.
Yes, those are valid and important concepts - but if a company is emphasizing "choice" while at the same time having a vital interest that people "choose" against their own interests (or even manipulating people to that effect), the argument becomes obvious bullshit.
It's like food companies emphasizing "consumer choice" whenever stricter regulations are on the table, yet at the same time opposing anything that would actually allow consumers to make an informed choice (like easy to understand nutrition labels).