The wealth of choice we are faced with in today’s consumer culture can be daunting and was the subject of psychologist Barry Schwartz’s much-debated 2004 book The Paradox of Choice: Why Less Is More. He claimed that choice is liberating – but only up to a certain point: “… as the number of choices grows… the negatives escalate until we become overloaded. 

At this point, choice no longer liberates, but debilitates. It might even be said to tyrannize.”