Boy, that sounds like my Norwegian friend. Maybe not so much about the need for choice, but she's certainly stated that there seems to be an ingrained concern that no one appear different.
She bought what looked like a regular pair of athletic shoes to me but was very concerned that they would mark her as someone trying to be a 'fancy American' when she went back home to visit.
Strange system, where people are afraid to exercize choice and individualism.
strange that most Americans thought that the Scandinavians were classy at my University. The girls wanted to go to Norway to buy fancy cloths like the Norwegian girls had.