I agree with Sheena Iyengar. Choice is nice, but I can only actually choose between a small number of options. Many times I don't even care to choose, but would rather someone who knows something about it choose for me or make a recommendation, like if I am at a restaurant trying cuisine I am unfamiliar with. Having too many options can be very tedious, and might make me less satisfied with the end result. If it is a good choice, it doesn't have to be mine, especially concerning things of only marginal importance to me. I have felt many times that I don't want other people to know how I choose things because I don't want to craft my individuality from it. Exercising your individuality is surely great, but exercising it all the time is exhausting.