Good read following Hooked and The World Beyond your Head. Same topics but dialing in on choice architecture and variable rewards.

How Technology Hijacks People’s Minds — from a Magician and Google’s Design Ethicist

The takeaway is to always consider (when presented with a fixed set of choices, options, menu items) what is not in the list and why. This gets to the core of choice architecture … unless of course you’re the one making the list of choices.