[W]hen face with overwhelming choice, we... become "pickers,"... we must be willing to rely on habits, customs, norms, and rules to make some decisio… - Barry Schwartz

[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 time and energy we'd be better off devoting to other matters.

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.

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