And this is why I buy Dell laptops. And would be incredibly stressed out if I didn't have that option. I like particular things. I already know I like them. I've tried the alternatives -- and I don't like them. Other people like different things. If someone only wants to give me a few choices they have to pick some things I don't like. That's what I hate about this "too much choice" meme. It fails to account for the fact that while it may be true for _some_ people that too much choice stresses them out, others don't mind the choice and are stressed out by not having the _right_ choice available. Other comments here have rightly pointed out that people who don't want to think about it can just go pick the top ranked items, and pretend those are their only choices.