siempre:

The real issue here is individual choice versus some ruling group making choices. The hook of such arguments is that they appeal to the conceit that there is a group called 'the masses' and another group including 'them and you'. Noone would be in favor of being in the 'masses' group and being told our choices. But everyone believes they will be in the "them and you' group and be the one's that tell everyone else what they can have. This conspiritors gambit is the oldest of scams - as the real ruling power will not include you- just the 'them' that will hold the power.

Actually the idea of "Nudge" is a Hegelian synthesis of that dialectic. It recognizes that individual choices are made against a backdrop of a social system and human nature, and makes explicit some of the hidden factors that affect individual choice.