There is a giant mistake most organizations make in marketing. Bad marketers perpetuate this notion that buyers want choice. “What we need is more choices for buyers! If we just had more choices our sales would be higher!”
In fact, more choices increase buyer confusion and actually stalls buying decisions for most people. “We” (the collective lot of us) have been programmed to believe we all want lots of choices. But in reality, more choices just cause us to not really know what decision we should make.
Put two options in front of someone and it’s easy.