If you have the time, I strongly recommend checking out the Barry Schwartz and Dan Gilbert talks at TED on choice ( http://www.ted.com/talks/tags/choice http://

If you have the time, I strongly recommend checking out the Barry Schwartz and Dan Gilbert talks at TED on choice ( http://www.ted.com/talks/tags/choice http://www.ted.com/talks/tags/choice ). If you don't have time, my tl;dr from them: people like the idea of having choices, people dislike/avoid choosing, and people like things more simply because they chose them.