Large parts of the article circle around the idea of the "Paradox of Choice". However this whole idea is based in very flaky research. Usually some small scale

Large parts of the article circle around the idea of the "Paradox of Choice". However this whole idea is based in very flaky research. Usually some small scale studies with unreliable methodology are chosen to back that up. Wikipedia mentions a meta analysis that looked at the issue and came to the conclusion: "Although strong instances of choice overload have been reported in the past, direct replications and the results of our meta-analysis indicated that adverse effects due to an increase in the number of choice options are not very robust: The overall effect size in the meta-analysis was virtually zero." Source: http://www.scheibehenne.de/ScheibehenneGreifenederTodd2010.pdf http://www.scheibehenne.de/ScheibehenneGreifenederTodd2010.p... I haven't read the whole metaanalysis, but that should raise some healthy scepticism about the whole concept.