I saw a program on Costco and their CEO made a point of talking about how they deliberately limit choices because it encourages people to buy.
For instance they usually only have one or two brands of peanut butter because even though there’s a whole pallet full of peanut butter in front of you the fact that there’s just two brands makes you think that peanut butter is scarce so you go ahead and buy it.
“the fact that there’s just two brands makes you think that peanut butter is scarce so you go ahead and buy it”
More like: if you want peanut butter, you’ve got two choices so make up your mind already.
In most other stores you’re likely to get caught up in all the differentiators, trying to figure out which combination is perfect - and if there isn’t a physical match to the perfect theoretical combination, you then spend more time deciding what to compromise on.