Toll Brothers researched the impact of choice on their profit margins. What they found was that given more choices, customers were not only less happy but also

Toll Brothers researched the impact of choice on their profit margins. What they found was that given more choices, customers were not only less happy but also cost more to please. There were greater logistical requirements to get part A to place B, time spent selling people on home feature C, and then additional needs for people with skill X to install said items.