This reminds me of the age-old advice of not overwhelming customers with options. I.e., if you know the customer wants your product (say, a cell phone), you're

This reminds me of the age-old advice of not overwhelming customers with options. I.e., if you know the customer wants your product (say, a cell phone), you're much better off giving them one or two options to choose from (think iPhone). If you overwhelm them with 14 different models each a little different in some small (or big) way, you're more likely to lose the sale altogether. This concept plays off the simple fact people are fundamentally bad at choosing between many options. I'm curious if this is the factor that caused negative results with the infinite scroll. I'm also curious what would happen if you started only returning 5 results/search...