Responsibility for medical care has landed on the... patient with a resounding thud. ...The tenor of medical practice has shifted from... the all-kno… - Barry Schwartz

A large array of options may discourage customers because it forces an increase in the effort that goes into making the decision. ...[T]hinking about the attractions of some of the unchosen options detracts from the pleasure derived from the chosen one.

Agonizing over whether your love is "the real thing" or your sexual relationship above or below par, and wondering whether you could have done better is a prescription for misery. Knowing that you've made a decision choice that you will not reverse allows you to pour your energy into improving the relationship that you have rather than constantly second-guessing it.

There's enormous marketing of prescription drugs to people like you and me... They expect us to call our doctors... and ask for our prescriptions to be changed.