The paradox of choice is a paradox because we assume that more choices are necessarily a good thing. If I’m a business and I offer more options to my customers, I’d anticipate better sales results. If you’re staying in on a Friday night and want to watch a movie, you’d think that having thousands of movies available through streaming services would be a convenient and helpful service.

And while having choices can be empowering, having too many choices can be a hindrance.

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