A common misconception is that the more choices one has, the better it is for everyone concerned. For most of our history, we did not have the luxury of selecting from an array of a collection of items made to cater to a variety of different tastes. This book tends to indicate the opposite, and the fact that we have to choose from a variety of choices could be counterproductive and hurtful. If we simply had to take what was placed before us or the opportunity to be advantaged and had less to choose from, it tries to imply that we would be far happier and more satisfied with life. The book indicates that the number of choices we have for any item has increased tremendously. And it is that for almost everything, there is an abundance of choices for clothes, food, houses, partners, etc. So, entering a small retail shop and trying to buy bottled water, you can be presented with more than 10 different types or brands of bottled water in different sizes and volumes. So we spend a lot of tim