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.

When I was in Russia I found that I thought I was going to give these people that I was interviewing a whole bunch of choice in terms of what they could drink while we were chatting.

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

We make choices and are in turn made by them.

People will make worse financial decisions for them if they're choosing from a lot of options than if they're choosing from a few options. If they have more options they're more likely to avoid stocks and put all their money in money market accounts, which doesn't even grow at the rate of inflation.

You know, like, none of us would choose - no matter where we are in the world - would choose to you know become a member of Orwell's "Nineteen Eighty-Four" world, but how much choice is really the question.

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.