Holy cow, it is hard to believe this was published as news to the psychology community. There have been studies for ages showing that consumers are unhappy and

Holy cow, it is hard to believe this was published as news to the psychology community. There have been studies for ages showing that consumers are unhappy and stressed with too many choices. This is not news. However, what people that swear by the "limit choices" mantra fail to recognize is that this stress is endured for the benefit of providing better to one's self, family, and others. For example, as a U.S. consumer, I hate the cereal aisle. Way too many choices. But, if I can bring home something that is desired by my family or something new that might make my family more healthy or happy, I'm happy to bear the burden of a more stressful choice. But, having more choices is not always better. Additional complexity is stressful as stated. So, you need a balance between choice and the freedom to choice what is "best". Federal law permits people to take their phone numbers with them if they switch cell phone service. It's nice to have more flexibility- but is this really what we need? Yes. Yes, it is. Although, I don't agree with the government always having to get involved.