 While many behavioral scientists stress that there is no neutral choice-architecture and that consumers maintain autonomy and freedom of choice despite manipulations of choice architecture, critics of libertarian paternalism often argue that choice architectures designed to overcome irrational decision biases may impose costs on rational agents, for example by limiting choice or undermining respect for individual human agency and moral autonomy.The choice architecture term was originally coined by Richard Thaler and Cass Sunstein in their 2008 book "Nudge