The feeling of being overwhelmed by too many choices is more common than I supposed. The toothpaste isle alone is a marketing train wreck. Interestingly in the article Iyengar and Lepper found that contray to what seems to be the trend, complexity in choice tends to drive people away from the product, either to another less choice-laden product or to not choose at all.
When Choice is Demotivating: Can One Desire Too Much of a Good Thing? Iyengar, S. S., & Lepper, M. Journal of Personality and Social Psychology, 79, 995-1006. (2000
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