Aggregation orders the surfactant molecules, but it releases water that was constrained around their hydrophobic tails. The solvent entropy gain can dominate the solute ordering penalty and drive micellization. Thus B is the intended general explanation; a particular sign of enthalpy is not universally required.
More Surfaces and Interfaces: Physisorption and chemisorption. Langmuir, Freundlich and Brunauer-Emmett-Teller (BET) isotherms. Surface catalysis: Langmuir-Hinshelwood mechanism. Surface tension, viscosity, Self- assembly/ physical chemistry of colloids, micelles and macromolecules. questions
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