[I]ncreased choice among goods and services may contribute little or nothing to the kind of freedom that counts. ...[I]t may impair freedom by taking… - Barry Schwartz

When people have no choice, life is almost unbearable. As the number of available choices increases... the autonomy, control and liberation... are powerful and positive. But as the number of choices keeps growing, negative aspects... begin to appear. As the... choices grow further, the negatives escalate until we become overloaded. At this point, choice no longer liberates, but debilitates. It might even be said to tyrannize.

I want to start with what I call the official dogma... of all Western industrial societies... "If we are interested in maximizing the welfare of our citizens... maximize individual freedom. ...The way to maximize freedom is to maximize choice."

[W]hen face with overwhelming choice, we... become "pickers,"... we must be willing to rely on habits, customs, norms, and rules to make some decisions automatic.