Choice Paradox: Why customers shouldn’t be spoilt for choice

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Today we have choice, and lots of it. But it wasn’t always this way. In fact, until recently, instead of choices, we had rules. Rules from the state, the church, societal norms. And the rules told us everything: where to live, what to wear, what type of work to do, which days to work, who to marry, when to marry, when to have kids and, once you’ve had them, who should return to work and who should look after them.  But not today. Our modern, democratic, capitalist society is built almos

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