 Collective efficiency arguments rely on claims about the sheer number and technical complexity of the decisions that need to be made to protect health in the environment and in the marketplace, as well as the indivisible character of responses to some health threats. These arguments are buttressed by claims about the cognitive limitations and bounded rationality of individual human decision-makers and by the disproportionate political power of corporate interests and the practices they use to manipulate and exploit our cognitive weaknesses against our health interests (Ubel 2009).