His point, I'd say, is that whatever the choice (including not choosing something consciously) should be done consciously. I.e. You should be aware that you aren't choosing anything, or that you want to pursue money, or fame, or whatever.
Can one really not chose in this situation? What one worships is somewhat synonym with what one values the most. How can a man ever not have something that he values more than other things? On what basis would he act?