[W]e now face a demand to make choices that is unparalleled in human history. - Barry Schwartz

[W]e should make an effort to limit how much we think about the attractive features of options we reject.

There was a time when I was a boy when you could get any kind of telephone service you wanted as long as it came from Ma Bell. You rented your phone, you didn't buy it. Once consequence of that... is that the phone never broke.

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.