Your everyday supermarket now carries roughly 40,000 items - twice as many as a decade ago. There are so many products, so many brands and sub-species of those brands, that no consumer is safe from the bombardment of choice overload. A huge variety of product offering doesn't aid consumers. It is insanity. From the vast array of athletic shoes to bagels to portable CD players to bottled water, there quickly becomes a point at which mega-choices, like mega-information, do not serve the consumer; they abuse him.