It's not a genuine choice unless it's presented by our context. If I believe in a flying Elephant that's in charge of the rotation of Pluto, it isn't a personal (genuine?) belief for me. I could hold that belief or try to hold that belief if that's what I mean by "choose" a belief but what would that mean, what would it look like in life? (e.g. is it just a thought or something that comes up in passing conversation or does the belief actually demand something substantial?)
RE: 7/2/2007 (Which still seems unclear.)
marketing and the genuine choice
A lot of marketing attempts to create a need and then meet it. Christianity is often presented in this way.
Some philosophical problems are artificial. When I work on unearthing prejudices I ask myself, "am I working on an area that's adequately personal? Does this question really matter?"