"Choice" is one of the major themes of BioShock, and is inherent in Andrew Ryan's personal philosophy. The theme of self-determination and the question of destiny in the game is embodied by this phrase. During the game, the player, Jack, is given many choices, both tactically and morally, but his actions turn out to be illusory: his will had been controlled and driven by Frank Fontaine, under the guise of Atlas, via the phrase he'd been conditioned to obey, "Would You Kindly…"