As we are faced with increasingly more choice, studies are increasingly finding people to be dissatisfied. The dissatisfaction comes, in part, because the increased number of choices overwhelm our ability to analyse the data and thus we make poorer decisions. Additionally, because there are so many choice, it is easy to wonder if you could have made a better choice. Finally, if you make a choice you regret, it is your fault for making the wrong choice because it is likely (or so we think) that the "correct" options were available but you chose the wrong.
Barry Schwartz: The paradox of choice (TED)