Choice is a dangerous paradox, and why you might not know it.

I just got done watching this amazing talk at TED.com. Barry Schwartz makes the case that too much choice brings paralysis, claiming "It's so deeply embedded in the water supply that we might not know it."

The last 19 minutes have been fascinating. Perhaps because I love sociology. Perhaps because I'm preaching about simplicity on Wednesday. And perhaps because it's an insightful look at the human condition in Western society.

We tend to see choice as a good thing. After all, we're Americans. We love freedom. We love to vote - or at least knowing we have the right to vote should we choose to do so. We love lots of cable channels. We like options on our value menu. We even need to be able to choose our breakfast cereal (Think about it, how LONG is this aisle at the grocery store? How many varieties are there?)

Schwartz argues that so much choice in Western society leads to three things:

• paralysis of action ("Which one to choose?")
  
• lower levels of satisfaction (Once we do act, the slightest amount of disappointment leads to regret)
  
• escalating levels of expectation ("Surely I can do better")

From my experience, I think he's dead on. Just recently I've noticed how this works in my own life. There are times when my to-do list feels too big and I'll just flip on the TV (cable, no less) and let the dishes in the sink pile up. There are other times when I'll spend a good 60 seconds flipping though the artist list on my ipod to find just the right song (and never do I put my whole ipod on "shuffle").

He also notes that this has significantly altered our self esteem because rather than have one option available to purchase or choose, we're more responsible for our choices, not the world. If you don't make the best choice, it's your fault. In his conclusion, he notes that this is a problem particular to affluent, Western society which is hindered by "too much" choice. Because there are so many people who suffer from "too little" choice, income redistribution would make us all happier.

Now whether or not you're a stimulus bill-loving Democrat, you've got to admit that Schwartz has a point.

I see implications of choice and satisfaction on our
- worship wars
- general level happiness in American society
- why In-N-Out is so popular (a simple menu with food that tastes remarkable)

What other implications do you see?