Research investigating technology adoption has assumed that the individual accepting the technology has only one technology in mind when making their adoption decision. Models such as the UTAUT, TAM, PCI assume that the decision whether or not to adopt the technology occurs within a bubble – there is no explicit understanding in these models that no other technologies exist outside of the one technology under study and that a user has no other acceptance perceptions towards any other comparable technologies. Drawing upon prior work from the marketing literature on choice, we suggest three theoretical approaches to conceptualizing choice and three mathematical approaches to measuring the choice comparison. We report upon a study of technology choice among 60 MBA students, who were given an open source and online spreadsheet application to use for one-month. We conclude by discussing the implications of our findings and suggest new avenues of research on technology choice.