Paradox of Choice Versus The Long Tail

“The conventional wisdom was right: More choice really is better. But now we know that variety alone is not enough; we also need information about that variety and what other consumers before us have done with the same choices. Google, with its seemingly omniscient ability to order the infinite chaos of the Web so that what we want comes out on top, shows the way. The paradox of choice turns out to be more about the poverty of help in making that choice than a rejection of plenty. Order it wrong and choice is oppressive; order it right and it’s liberating.”