It takes more time to decide what to eat from a longer restaurant menu.
When a supermarket stocks 25-30 varieties of jam instead of 6, jam sales go down.
The hardest problem with online dating is to keep from thinking, “What if I had chosen that other person?” and “Could there be somebody better in the market?”.
The more options we have, the stronger the voice in our head that says “What if?”.
Observations 
But then why does everyone go to the largest supermarket, largest shoe store, biggest veggie store, …..
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Anytime we walk into a large store, we unwittingly pay a price – with our time.
I’ve written about it here: https://anupamobserved.com/2018/10/10/big-store-and-small-store/
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