Remember that too much choice paradoxically makes people unhappy!
I suppose it does when they are suddenly confronted with large amounts of it for the first time. The truth is that life is full of choices and always has been. It's just that many behaviors become so ingrained that we no longer understand they are choices.
This definitely is a chicken/egg problem, though, and I don't think it's all that clear.
Did humans evolve in a state that had a lot of choice? Has recent socialization caused our "choice mechanism" to atrophy? Definitely not cut and dry and I think when cast in the light of millions of years of evolution I have to fall on the side that too much choice/freedom for most people can cause unhappiness.
Granted these are all generalizations, but working under the assumption that self-introspection (needed to make choices of convenience) arose as a side-effect of a more complex brain aiding in survival - it's not "natural" to make use of that introspection for survival. For the purposes of survival what kinds of true choices really need to be made by our evolving ancestors on a higher conscious level? No choices your dog can make since that's all about raw survival. Even more complicated things like making tools tie back to raw survival - just at a higher complexity - hence the side effect of self-introspection and the capability of more complex choices like picking one television show over another. As near as I can tell throw a modern human into the wild where life is on the line and no real choices of convenience need to be made at all.
Therefore I'd propose that self-introspection and the ability to chose is much more a learned behavior and our natural state is to make choices only when necessary. Look at all the passivity in the world and how much resistance to change there is as additional proof of this.
It's funny to tie this all back to something as mundane as television watching, but I think that's precisely the point. If people are uncomfortable making choices for important things they'll certainly be more than happy allowing an algorithm to spoon feed them their entertainment.