During the last couple of decades, the American economy has undergone a variety revolution. Instead of simply offering mass-market goods, businesses of all sorts increasingly compete to give consumers more personalized products, more varied experiences, and more choice. As the number of choices keeps growing, negative aspects of having a multitude of options begin to appear. As the number of choices grows further, the negatives escalate until we become overloaded. At this point, choice no longer liberates, but debilitates. It might even be said to tyrannize.”