“Any customer can have a car painted any color he wants, so long as it is black.”

--Henry Ford

When people have no choice, life is almost unbearable. As the number of available choices increases, as it has in our consumer culture, the autonomy, control, and liberation this variety brings are powerful and positive. But as the number of choices keeps growing, negative aspects of having a multitude of options begin to appear.
As the number of choices grows further, the negatives escalate until we become overloaded. At this point, choice no longer liberates, but debilitates. It might even be said to tyrannize.

Barry Schwartz
The Paradox of Choice

The sole cause of man's unhappiness is that he does not know how to stay quietly in his room.

Blaise Pascal