I hate too many choices. It is a cognitive overload for me. I find confusing with too many options. But the life we are living in we is thrown with choices. It appears to me that marketers make the most money by confusing customers by throwing choices.
I know the new age consumerism proponents will paddle the mantra: more is good.
Visiting a coffee shop like Starbucks is a pain in the ass. You ask for a black coffee, you will be thrown with next 2-3 questions.
Visiting a nearby grocery store and checking for snacks/munchies is like a world in itself. The option from sugar-free to gluten-free to what not.