(Jeff Bezos the founder and the chief executive officer of worlds largest e-tail bookstore in the world, Amazon, gave the commencement speech to Princetons Class of 2010 which titled We Are What We Choose)We are What We ChooseRemarks by Jeff Bezos, as delivered to the Class of 2010BaccalaureateMay 30, 2010As a kid, I spent my summers with my grandparents on their ranch in Texas. I helped fix windmills, vaccinate cattle, and do other chores. We also watched soap operas every afternoon, especially Days of our Lives. My grandparents belonged to a Caravan Club, a group of Airstream trailer owners who travel together around the U.S. and Canada. And every few summers, wed join the caravan. Wed hitch up the Airstream trailer to my grandfathers car, and off wed go, in a line with 300 other Airstream adventurers. I loved and worshipped my grandparents and I really looked forward to these trips. On one particular trip, I was about 10 years old. I was rolling around in the big bench seat in the back of the car. My grandfather was driving. And my grandmother had the passenger seat. She smoked throughout these trips, and I hated the smell.At that age, Id take any excuse to make estimates and do minor arithmetic. Id calculate our gas mileage - figure out useless statistics on things like grocery spending. Id been hearing an ad campaign about smoking. I cant remember the details, but basically the ad said, every puff of a cigarette takes some number of minutes off of your life: I think it might have been two minutes per puff. At any rate, I decided to do the math for my grandmother. I estimated the number of cigarettes per days, estimated the number of puffs per cigarette and so on. When I was satisfied that Id come up with a reasonable number, I poked my head into the front of the car, tapped my grandmother on the shoulder, and proudly proclaimed, At two minutes per puff, youve taken nine years off your life!I have a vivid memory of what happened next, and it was not what I expected. I expected to be applauded for my cleverness and arithmetic skills. Jeff, youre so smart. You had to have made some tricky estimates, figure out the number of minutes in a year and do some division. Thats not what happened. Instead, my grandmother burst into tears. I sat in the backseat and did not know what to do. While my grandmother sat crying, my grandfather, who had been driving in silence, pulled over onto the shoulder of the highway. He got out of the car and came around and opened my door and waited for me to follow. Was I in trouble? My grandfather was a highly intelligent, quiet man. He had never said a harsh word to me, and maybe this was to be the first time? Or maybe he would ask that I get back in the car and apologize to my grandmother. I had no experience in this realm with my grandparents and no way to gauge what the consequences might be. We stopped beside the trailer. My grandfather looked at me, and after a bit of silence, he gently and calmly said, Jeff, one day youll understand that its harder to be kind than clever.What I want to talk to you about today is the difference between gifts and choices. Cleverness is a gift, kindness is a choice. Gifts are easy - theyre given after all. Choices can be hard. You can seduce yourself with your gifts if youre not careful, and if you do, itll probably be to the detriment of your choices.This is a group with many gifts. Im sure one of your gifts is the gift of a smart and capable brain. Im confident thats the case because admission is competitive and if there werent some signs that youre clever, the dean of admission wouldnt have let you in.Your smarts will come in handy because you will travel in a land of marvels. We humans - plodding as we are - will astonish ourselves. Well invent ways to generate clean energy and a lot of it. Atom by atom, well assemble tiny machines that will enter cell walls and make repairs. This month comes the extraordinary but also inevitable news that weve synthesized life. In the coming years, well not only synthesize it, but well engineer it to specifications. I believe youll even see us understand the human brain. Jules Verne, Mark Twain, Galileo, Newton - all the curious from the ages would have wanted to be alive most of all right now. As a civilization, we will have so many gifts, just as you as individuals have so many individual gifts as you sit before me.How will you use these gifts? And will you take pride in your gifts or pride in your choices?I got the idea to start Amazon 16 years ago. I came across the fact that Web usage was growing at 2,300 percent per year. Id never seen or heard of anything that grew that fast, and the idea of building an online bookstore with millions of titles - something that simply couldnt exist in the physical world - was very exciting to me. I had just turned 30 years old, and Id been married for a year. I told my wife Mac