Even some studies says too much choice is bad

I was going through my podcasts over the weekend and watched a relevant TED talk talking about choice, and if too much of it can be a bad thing.

Supporting a lot of what was being said by many during CES the studies used in the talk seem to be showing that too much choice can reduce the satisfaction from choices if you present the customer with too many, and proposes 4 ways in which firms can try to make it easier for consumers to choose.

I will not spoil these for you as the whole talk is quite interesting.