Adding options to people's lives can't help but increase the expectations people have about how good those options will be. And what that's going to produce is less satisfaction with results, even when they're good results. It all looks so great. I can't wait to be disappointed Nobody in the world of marketing knows this. Because if they did, you wouldn't all know what this was about. The truth is more like this. Everything was better back when everything was worse The reason that everything was better back when everything was worse is that when everything was worse, it was actually possible for people to have experiences that were a pleasant surprise. Nowadays, the world we live in -- we affluent, industrialized citizens, with perfection the expectation -- the best you can ever hope for is that stuff is as good as you expect it to be. You will never be pleasantly surprised, because your expectations, my expectations, have gone through the roof...