There's a famous experiment you need to know about. Researchers set up two jam-tasting tables in a supermarket. One day, they offered 24 varieties. The next, just six. The 24-variety table attracted ten times more attention, more people stopped, more people looked. But when it came to actually buying? The six-variety display outsold the 24-variety display by a factor of ten. More interest. Ten times fewer sales (Kantar 2026). This is the paradox of choice. And it's quietly co
