You May Also Like: Taste in an Age of Endless Choice covers some of the same ground covered by Invisible Influence reviewed earlier this week, but with a wider scope of why people like what they like rather than focusing on decision-making. Why do we like what we like? The short answer is that we often do not know! This is true when we taste beer, rate eBay merchants, judge the quality of paintings, or decide whether a face is attractive. The good news is that taste can, to a degree, be trained and, happily, that educated tasters can actually take more pleasure in the beer or paintings they are enjoying.