Experts in ancient Greek culture say that people back then didn’t see their thoughts as belonging to them. When ancient Greeks had a thought, it occurred to them as a god or goddess giving an order. Apollo was telling them to be brave. Athena was telling them to fall in love.

Now people hear a commercial for sour cream potato chips and rush out to buy them, but now they call this free will.

At least the ancient Greeks were being honest.

Chuck Palahniuk (b. 1962) American novelist and freelance journalist

Lullaby, ch. 3 (2002)
    (Source)

Much of this is repeated in ch. 39.