blink..blank..

Am reading Blink...
Amazing book, for many many reasons. The reason why it makes me write about it is has to do with economics.
I never quite got how having more choice allows the consumer to choose better...
Personally, the more i have to choose from, the more id get confused... blank...
Same as the author says...
He cites a study that says out of people who were given a choice of 6 and 30 varieties of jam, the customers with more choice bought jam 3% of the time,only.. much lesser than those with less choice!
Good, now i have a valid reason for not getting eco.
I hope to come up with more as i read:D