Chapter ThreeYou Give Me Choices


At first glance, it would seem that the modern era far outshines the past in its ability to give consumers choices, thanks to the Internet, endless product development, shopping malls, big-box retail, and so much more. On the other hand, maybe we are exhausted, in some ways, by that volume of choice.

The good old days offered a different kind of choice in the form of personalization enabled by the intimate relationship between customer and provider. Tailors made suits to order based on style and materials. The ...

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