Choice is a funny thing. If you ask the average person to pick between two drinks at a restaurant, they probably can do it quickly. Make the choice three drinks, and they’re happier, because it’s more likely that they’ll find a drink closer to their ideal. You’d think that would scale, but it doesn’t. Give them a choice between twenty drinks, and it might take them half an hour or more to decide.
Give them a list of one million drinks, and the choice becomes impossible.
Think about the replicators on Star Trek. If you’re unfamiliar, replicators are a magic box that can create literally any food or drink. Yet every time we a character ordering from them, you know what they get? Their “signature item.” Each character has a thing they like that they almost never deviate from. You can order literally any drink in the universe, and you get hot tea, every time!
But that makes total sense to me. If I had a box that could give me any of 10 different drinks, I’d probably rotate through most of them pretty regularly. But infinite choice paralyzes us with infinite chances to get it wrong. If there are one million choices, after all, then there are 999,999 choices that aren’t the best choice. And if you’re the kind of person who agonizes over whether or not there could have been a different choice that made you slightly happier, those odds will stop you in your tracks.
The only way to effectively make a choice in that scenario is to essentially forgo it entirely. You can say “surprise me” to the replicator, or you can just order the same staple every time. You can also try to restrict your own choice in some arbitrary way, like saying “I’m only going to even look at the first 20 items on the menu,” because actually evaluating one million different options is impossible.
(Of course, self-restriction in that way opens up lots of possibilities for abuse of the choice architecture. If you don’t believe me, think about the last time you went to Page 2 of a Google search, and then think about why companies will pay so much money to be on Page 1.)
I say all this to highlight a problem. Our modern society has become one of infinite choice. Search engines, job boards, dating apps – all of these things give us millions of options, and give everyone else millions of options too, to the point where nobody can simply coordinate any more. You can’t buy a lamp without being offered a choice of a million lamps. You have a choice of a million jobs to apply to, all of which have a choice of a million candidates to interview. There are a million singles in your area, and you’re one of a million singles in theirs.
No wonder everyone feels stressed and powerless.
My advice is this: Restrict yourself to the real. Buy a lamp from among the lamp stores within walking or driving distance from your house, and only if you physically go there. Make all your choices in person. Reject the artificial inflation of your choices. There might only be one lamp store in your town, and it might only sell four different lamps. But trust me, you’ll be happier.