The curse of choice

As any consumer knows, having many choices can be a curse rather than a blessing. John Kay points out that the choice "between Tweedledum and Tweedledee may not matter much to the chooser but it matters a lot to Tweedledum and Tweedledee". Taking this further, the fact that there are many choices keeps the average quality at a higher level and thus a choice made at random can be expected to be of a high quality than when choice is limited.