Hell is 57 varieties

Or is it? Choosing intellectual nourishment is not as simple as choosing ketchup, which is why imagination cannot and should not be limited to what already exists...Excerpts for a Guardian article:

Sometimes it's just hard to choose. You're in a restaurant and the waiter has his pen at the ready. As you dither, he gradually begins to take a close interest in the ceiling, his fingernails, then in your dining partner with whom he conducts a silent eye-rolling conversation. Each dish on the menu becomes a blur as you roll your eyes up and down it in growing panic. Finally, you desperately plump for something that turns out to be braised foot in a phlegmy green sauce.
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Schwartz offers a self-help guide to good decision making by helping us to limit choices to a manageable number, and ultimately derive greater satisfaction from the choices you have to make. This is a capitalist response to a capitalist problem.
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However, these self-protective responses may create new problems. John Reith, the BBC's first director general, once said that good broadcasting gives people what they do not yet know they need. If you use SkyPlus as a filter against irksomely endless choice, you will also ensure that you hermetically seal yourself from TV programmes that you wouldn't have thought you would like."

-Stuart Jeffries,The Guardian Unlimited-