I mean it wasn't that they sat around thinking oh gosh I needed more choices in my grocery stores the way I had come to think about it as an American growing up.

We are often in society told to make decisions in one of two ways. We're either told "Use your gut, just go with how you feel about it and let that guide you," or we're told to use reason - some very deliberative methodical process of pros and cons and really thinking it through.

So it was constantly going back and forth between these two cultures that kept raising the question, well, how important is personal freedom? And I think that has always been of interest to me.

Choice is the only tool we have that enables us to go from who we are today to who we want to be tomorrow.

They [people] start asking themselves "Well which one is the best? Which one would be good for me?" And all those questions are much easier to ask if you're choosing from six than when you're choosing from 24 and if you look at the marketplace today most often we have a lot more than 24 of things to choose from.

Consumers presented with six choices on an item were twice as likely to buy as consumers overwhelmed with 24 varieties of the same item.

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