I think the issue here is that the builds (Suggestions to follow) PERFECTLY mirror the Tactics (a rules mechanic). Thus, the conclusion is that "There will be X builds, and X mechanical choices to make at level 1 to reinforce those builds".
This might not be how it breaks out, but it's how the Rogue entry makes it look, and if it's NOT representative of the game design, well, chalk up one more point for WOTC Marketing fumbling the ball. (And if it IS representative of game design, then "builds are optional" is a shibboleth, since each "purely optional really we mean it it's just a suggestion" build is mirrored by a "this is a hard-coded game mechanic, pick one" tactical choice.)
So if we see:
Fighter Build
Smashing Fighter -- relies on a two handed weapon to maximize damage and take down foes fast
Defensive Fighter -- uses a one handed weapon and shield to survive long fights
And
Fighter Tactics: At Level 1, pick a tactical style for your fighter:
Two-Handed Mastery: You can use any weapon, but you're extra-good when fighting with a massive sword or hammer. +1 to hit with all two-handed weapons.
Sword&Board: You know how to use a shield to excellent effect -- it provides +1 AC at Heroic, +2 at Paragon, and +3 at Epic levels
Then we'll know builds are about as "optional" as...uhm...as...something which is not very optional at all.
This might not be how it breaks out, but it's how the Rogue entry makes it look, and if it's NOT representative of the game design, well, chalk up one more point for WOTC Marketing fumbling the ball. (And if it IS representative of game design, then "builds are optional" is a shibboleth, since each "purely optional really we mean it it's just a suggestion" build is mirrored by a "this is a hard-coded game mechanic, pick one" tactical choice.)
So if we see:
Fighter Build
Smashing Fighter -- relies on a two handed weapon to maximize damage and take down foes fast
Defensive Fighter -- uses a one handed weapon and shield to survive long fights
And
Fighter Tactics: At Level 1, pick a tactical style for your fighter:
Two-Handed Mastery: You can use any weapon, but you're extra-good when fighting with a massive sword or hammer. +1 to hit with all two-handed weapons.
Sword&Board: You know how to use a shield to excellent effect -- it provides +1 AC at Heroic, +2 at Paragon, and +3 at Epic levels
Then we'll know builds are about as "optional" as...uhm...as...something which is not very optional at all.