Choice Overload

...Psychologists have a term for this - choice overload. In the presence of an abundance of information or too many choices, people often become overwhelmed and frozen. Those individuals inevitably revert to what is easiest, effectively making no decision at all. That can be dangerous in business and in life. One study showed that when presented with many products (jelly, in this case), most consumers tend to default to the easiest choice: buying nothing at all. Good thing there is only one type of air.

- Jeff Stibel, in a Harvard Business Review blog