Choice Theory

I haven't posted anything in a while, and am mulling over a couple of issues before I add anything to the blog. I'm really thinking about two concepts and how they could relate to IA. The first is choice theory, which - I must confess - I did not realise was a branch of economics until I started to read about it (in fact if anyone is interested there is an interesting article about bounded choice/rationality in the University of Chicago Alumnus Magazine), the second is editorial tone of voice. I think the latter is interesting as this is often one of the key missing elements in a wireframe. I haven't really polished my thoughts on either of these subjects yet, but if anyone else either has considered, or is currently considering, either of these issues, I'd be interested in hearing your opinions...