Increased choice brings discontentment until the choice is perceived as unlimited and there are appropriate filters in place.

Many, many years ago, I lived in a very small town in a studio apartment working two jobs to survive. My tiny apartment was fitted with a 13" color TV that received exactly one station at about 75% clarity. Each night of the week I looked forward to the shows presented by my one network station. I knew them by heart. Some I liked better than others, but each was a hit, at least to me. My only choice was TV or no TV.

In modern days, my family is one that tends to eat out a fair bit. It is somewhat comical to say the least. As a family of six, we struggle to find a place we can all agree on. Each restaurant has several dozen foods to choose from, and yet at least one or two people just can't seem to find a thing they like. Choosing where we eat has become known as the dinner game. When it's time to play, everyone moans, except dad, of course. In contrast, when we eat at home, everyone eats the same thing, no complaints. 

In the decisions where we have less to choose from, we know our options are limited and we are more content with, or at least willing to accept, what we have. When the range of choices increases, two things happen: 1) we become more discriminating in our tastes and are less likely to settle for mediocrity; 2) we fear that we may miss something better and are willing to pass up something that would have otherwise been acceptable.

As the amount of choice increases, the complexity factor also increases until the point that choice is no longer a benefit. This is where the filters come in. With the appropriate filters, even though the available content is enormous, choice once again becomes limited. The difference is that is has been placed into context. This is the model of Amazon, YouTube, Google, iTunes and many, many more. Through power real-time data crunching, you receive recommendations of things you will like based on things you actually like. It is the appearance of lack of choice in a world of unlimited choice narrowed by filters.

As Oliver Wendell Holmes said, "I wouldn't give a fig for the simplicity on this side of complexity; I would give my right arm for the simplicity on the far side of complexity." Or, as it is most modernly stated, "Elegance is simplicity found on the far side of complexity." (Thanks Chris). The simplicity on this side of complexity, in this case, is having but one choice, or very few choices. As choice and complexity increase, filters and super crunchers bring a new sense of order, the simplicity on the far side of complexity. We become content once again not because we have a lack of choice, but the apparent choice is an array of things that are almost guaranteed to be consistent with our desires.