Often too much choice leads to frustation and confusion

A great TEDx talk by Baba Shiv reveals how often being presented with too many choices when you are not informed or have expertise in a field, leads to frustration and dis-satisfaction.

There have been previous studies like this (usually involving pots of Jam at a market stall) but sums up the supermarket experience for most people trying to choose a nice freshly ground coffee to try....