The world full of possibilities is like a buffet table set with
mouth-watering dishes, too numerous for the keenest of eaters to hope to taste them all. The diners are consumers, and the most
taxing and irritating of the challenges consumers confront is the
need to establish priorities: the necessity to forsake some unexplored options and to leave them unexplored. The consumers’
misery derives from the surfeit, not the dearth of choices. ‘Have I
used my means to the best advantage ? ’ is the consumer’s most
haunting, insomnia-causing question.