Professor Barry Schwartz has written a book called The Paradox of Choice, arguing that too much choice is bad. And I agree with him.
The article above lists a range of choices available at common stores. I can add my own story to this. Although super-markets in Europe are much the same as in the US, the restaurants are generally very different. Almost every time I go restaurant or company cafeteria in the US I am presented with a mindboggling amount of choice. Just getting a sandwhich or roll needs you to be a chef. Do I want Turkey, Chicken, Roast, Vegetables, Lettuce, Tomatoes? On Rye, Sourdough, Whole grain, Bagel? Do I require Reduced Sodium, Reduced Sugar or Yeast-free? Do I want mayonaise, hollandaise, ketchup or sauce-of-the-day?
Would I like a side-order of fries, salad, rice, etc. etc. etc. Don't even get me started on ordering a hamburger and just getting a halved roll and a piece of meat and having to find out that you have to build the burger yourself at the condiments-bar. "Is this your first time in the US sir?", "I guess you aren't used to the kind of choice you get in a free country Sir...".
Since I'm usually in the US for business-meetings I am tired, washed out and more then likely jet-lagged by the time I get to a food-joint. The last thing I want to do is decide the exact ingredients, their quality and quantity and their arrangement in my meal. There are people who study this exact thing for years on end. They are called "chefs". And using a sophisticated distributed information technology called "a menu" they inform people of what to their expert opinion tastes good.
But of course chefs are expensive. So what this whole "choice is good" thing boils down to is that you can train any monkey to slam a set of ingredients together in the way some customer says. Making it taste good and creating a combination that makes the whole better then the sum of its parts is another matter entirely.