Malcolm Gladwell wrote a great book called the "Paradox of Choice" that talks about the power of giving choice to today's population, but also the negative effects it can have.
Remember how easy it used to be when you could go to the store and buy a pair of blue jeans? Now you go to the Gap and you have straight fit, loose fit, easy fit, boot fit, carpenter fit, baggy fit and relaxed fit. You also have sandblasted, faded white, dark tinted, medium tinted, distressed, indigo, tan, light gray, weathered, worn-in, ultra faded, dark rinse, vintage, stone washed, pale smoke, ultra white, blue crunch and more. All I wanted was a pair of blue jeans.
I'm in the position that Malcolm so expertly pointed out - I'm paralyzed by choice. When consumers are confronted with this, many times, they just choose not to choose.
I'll have to dig a bit deeper on this one, and hopefully a proper decision will come to light.
