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1 " There had been studies years ago that showed that when you presented consumers with multifarious choices—like, say, fifteen different types and brands of jelly—they had a harder time deciding, took longer to make up their minds, and were less satisfied with their ultimate selection than those who’d chosen from a narrower band of options. Elayah feared buying the wrong jelly. Only the jelly was her life. "
― Barry Lyga , Time Will Tell
