Too many choices can overwhelm us and cause us to not choose at all. For businesses, this means that if they offer us too many choices, we may not buy anything.

I do think that there are cultural differences in the extent to which we value having more and more choice.

If we ask for more and more material for the construction, i.e. more and more choice, we're likely to end up with a lot of combinations that don't do much for us or are far more complex than they need to be.

You know give me choices that are truly different from one another, otherwise they don't regard them as meaningful choices.

The quality of health care continues to improve, and people are living longer, but these developments mean that we're likely to eventually find ourselves in a situation in which we're forced to make difficult choices about our parents, other loved ones, or even ourselves that ultimately boil down to calculations of worth and value.

Knowledge should be a public good, and I want my ideas to have as much exposure as possible.

A clear right answer and the opportunity to change the options? This is the chooser’s dream.