A man chooses, a slave obeysedit

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"A man has a choice... I chose the impossible."

―Andrew Ryan

'Choice' is one of the major themes of Bioshock, and is inherent in Andrew Ryan's personal motto. 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..."

Ryan, once he identified that Jack was actually his illegitimate son, first openly controlled him with the code phrase, forcing him to obey pet commands to convince him of how powerless he really was. Andrew Ryan then used this phrase to have the player kill him.

"Stop, would you kindly? (Jack reacts instantly, and obeys the command involuntarily) 'Would you kindly'... Powerful phrase. Familiar phrase? (Jack experiences a cascade of memories of Atlas ordering him around with the phrase, "Would you kindly") Sit, would you kindly? (Jack obeys) Stand, would you kindly? (Jack obeys) Run! Stop! Turn. (Jack obeys) A man chooses, a slave obeys. (Ryan hands Jack his golf club) Kill! (Jack obeys, striking him with the club) A man chooses! (Jack strikes again) A slave obeys! (Jack strikes again) OBEY! (Jack kills Ryan with a final, deadly blow)'"

―Andrew Ryan

Unable to stop, Jack was forced to acknowledge that he never had a choice, even the "plane crash" that sent him to Rapture was due to Jack hijacking the plane and deliberately crashing it at the lighthouse.