Incognito

It's the unconscious that decides for them. The ego is just a collection of the unconscious content that comes to the surface. To make the unconscious conscious is a bit tricky, but not impossible. The body impulses are different from the rational choices. For example, you know that eating junk food can make you sick but you keep on eating it because it tastes good. Without discipline, man is not any different than an animal. If you let your body choose for you, then it's your body that decides for you (no "free" will).

By becoming conscious of their choices. You have to make the unconscious conscious.

That's exactly the conclusion I came to. There is the will of the flesh and the divine/true Will but that has to be reached (not by the ego).

I think there is only one true choice which has nothing to do with the collective or individual will (STO or STS). It's more like a mix of both where the human is exercised in order to balance the will of the body for its own survival (outside world) and the will of the Soul (service to the higher Self). So the outside world, the Universe and the Mind have to be in perfect alignment in order to accomplish one's true Will which is nothing but the Will of God. "Do what thou wilt" but the question is do you know what thou wilt?