"Being able to choose has enormous important positive effects on us, but only up to a point. As the number of choices we face increases, the psychological benefits we derive start to level off. At the same time, some of the negative effects of choice ...begin to appear, and rather than leveling off, they accelerate ...a point is reached at which Increased choice brings increased misery rather than increased opportunity. It appears that American society has long since passed that point."

"There's a good reason to believe that the overwhelming choice at least contributes to the epidemic of unhappiness spreading through modern society."

-- Barry Schwartz, author of The Paradox of Choice: Why More Is Less