The more choice we have, the less satisfied we become however we do need choice to feel freedom and autonomy when decision-making. This is known as the paradox of choice and rings true when buying a packet of crisps (or chips for my US friends), one of Heinz’s 57 varieties or selecting a NOS that best suits your needs. Consumer choice in this sphere is essential as every network requires something a little different to suit their very specific environmental demands. It is this choice that has driven creation, innovation, price and also keeps everyone in this market on their toes. Innovate or die was the cry! Read article