I think the biggest problem with pure choice is that it resolves to an opt-out idiom. The choice is usually given—here are the options, maybe it's given clearly—and if you don't choose one of them, you're in.
I can tell you that in the private sector world that's the reality. It's an opt-out reality, not an opt in. If sufficient notice, transparency, Ian's thesis—I don't disagree with him—is made clearly, then the choice should be totally possible. I agree with it.
However, I think as a reality, it's not done effectively. That's what they talk about with meaningful consent. You've heard this a myriad of times, I know. It's a big challenge, but it's not insurmountable. It will never be perfect, but it's not insurmountable.