The individuals are doing that choosing when they choose not to preserve certain parts. They're going to abandon the parts in favor of alternatives that work better. The abandoned parts will no longer be passed down because they lack practical value - but they can be recorded.

Trying to preserve a static and separate cultural identity is pointless when knowledge, technology and our environments are changing quickly. At best the efforts are well-meaning and harmless. At worst, they present as a fetish where post-colonial guilt tries to turn the West into a zoo of distinct cultures.