Unconcious Preference Vs. Conscious Choice

Sometimes, I think about all the things in life that we choose. Professions, friends, things to do, things to buy, things NOT to buy, the life you want to lead. In a perfect world, every single thing we do would be driven by a conscious choice that we make. But it's not. The first thing we have no control over, I think anyway, is morality. For a lot of people, morality is not a thought, it's just... what it is. Morality is a tenuous thing, but to people like me, morality and logic must be in balance. For most, it is not.
Also, the things we like.... they aren't always a conscious thing that we think about. I think, depending on how our childhood went, we will automatically like certain things versus others, because of nostalgia. You like it simply because of a memory, not for what it is. It is preferenced.

Another thing is intimate friends, people with whom you share very intimate details of your life, opening them up to scrutiny. One would think it's a choice, you choose the best candidates, but this isn't true. For the most part, this is in regards to romantic relationships, where there are constant breakups because of one of the party's errors, possibly on purpose and not in favor of the mutual relationship. Why does the opposing party accept them back? Outside of desperation, there isn't a conscious choice there. It's an unconscious preference based on..... well, it's individual in every case and even then, hard to spot. But things just go right for some reason, so the opposing parties joins ties again. So do we choose? Can we choose? Does it even matter?
I don't think we do choose, I think it's preference, it's something our psyche or conscience or whatever decides and slowly manipulates our conscious decision-making brain to accept it and rationalize it.

I'll be honest, this is a bit depressing. Not that people lie, but you can't know if there is some unconscious preference they have for you or if it's "genuine". Just another thing to make life that more complicated.