Why if the choice is Love does Ra say the choice is service?

[Ohr Ein Sof]

Service to others includes self. Otherwise there is separation—between self and others. There is a lot of implication in this idea.

then what is "the choice"?

If you love and serve all, this must include the self. It can exclude self, which creates a division, and this imbalance leads to martyrdom—which I'm not judging but pointing out inclusion of the all must include self. I don't think it's as simple as serve others or serve self. There is within this choice an implicate feature.

I'd say the opening of the heart ray and what it entails.

I agree. And can one leave one's self out of this equation? Can one love and serve everyone(thing) else but not oneself? Yes. But in my mind that would mean that the heart is at least somewhat closed off—to self. 

In the context on the question of the OP, the poster wants to know the difference or perhaps a type of comparison so that they can weigh the options, the ideas to gain clarity.
It is difficult for seekers asking these sort of questions to weigh the great paradox.
When we speak of the paradox in these sort of questions it has the postential to create more confusion in the seeker. He or she is asking a question about Love and The Choice. We could answer with a simple answer and not go into abstraction. We do not always have to take things to the enth degree.
I feel if we speak about The Choice or Love, we should be clear about what this means and not go into the paradox of creation which eventually finds itself in Unity where all is reconciled at one point but NOT NOW during this question. Only some of us are beginning to reconcile the paradox and many seek to do so but first they must choose one side or the other side. There are sides so to speak (or there is no paradox). Just as there is Love and there is Hate. Sure, yes, Love and Hate are one of the same... the difference being the degrees by which one contains.
So, back to the question from the poster;

[b]So I ask you again why service if the choice is love???
/b]