Tyranny of choice

Confronting the tyranny of choice is an unrealized opportunity in all manner of venues, from restaurants to bookstores.
One Book Bookstore

One of the most almost anxiety inducing activities when we would return from Taiwan was a trip to the drug store to buy toothpaste. With a seemingly endless variations to choose from, with countless different claims of efficacy, I used to stand in the aisles in befuddlement. In the early days of our move to Asia there were 1-3 choices in toothpaste brands to chose from, all much the same. The selection of deodorant was even more pithy, and in that case, seemingly few men applied it, I would carry tubes of it whenever I returned from a visit to the outside world.

See also The Paradox of Choice.