freedecision.com
It taps into "free choice", our ability to make circumstantial decisions freely. I don't know why but I keep thinking of a long distance phone company (and the freedom to choose them over their competitor) although this is pretty old news for consumers. IN fact, any recently deregulated industry or broken up monopoly could use this type of slogan.
Somewhat beaten up version of "freechoice", may be worth $250?