The article is not about stuff itself, but the issues caused by the amount of choice such variety offers and the inability of humans to cope with the choice. Ch

The article is not about stuff itself, but the issues caused by the amount of choice such variety offers and the inability of humans to cope with the choice. Choice and freedom certainly increases stress, but I'd take that any day over less choice or less freedom. What we need to ensure is that the choice we have is effective choice - e.g, the same company selling the same product with different names is just adding stress without any value. That is increasing choice in name but not effectively. Likewise, companies not properly listing what exactly makes their product different, apart from marketing buzzwords - this increases choice, but effectively the choices remain the same.