Spot on! I've experienced the same thing. That's one of the reasons I hate going shopping :)). I've observed the same aspects in my design work when pitching ideas to clients. When I was a junior I wanted to impress the client with my creativity so I presented 6-10 options for them to choose, but I realised that it was too much and it was slowing down the project and made it hard for the client to choose a direction. So I started eliminating, until I got to 3 and that usually does the trick.(although sometimes I've only pitched one idea and it was accepted)

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