No, that's not quite correct. These days people demand choice, especially in the arena of consumer goods and services.
The more choice the better, it would seem - or at least the manufacturers would have you think so, as you try to pick out a new cell phone from the hundreds of similar models available on any given day.
But the truth is we don't handle choice all that well. Choice means change and uncertainty - and offering too much choice can literally stop you in your tracks - or make you leave the shop dazed and confused, without buying anything.
Listen to the podcast or read the full article on Gazza's Corner Blog.