Quella cosa per cui io non le voglio sapere le mille offerte delle compagnie telefoniche, e non voglio altri canali sul televisore si chiama choice overload.

“The phenomenon you described is choice overload, or choice paralysis, or too-much-choice effect,” says Benjamin Scheibehenne, a psychologist who studies how we make—or don’t make—our choices. “If you give people more options to choose from, it takes them longer to make a choice, and that feels burdensome or frustrating.”

This is the Demon of Decision. It’s waving at you from the other side of the frozen food cooler, riding in the passenger seat while you’re in the Jack in the Box drive-thru, whispering in your ear to reconsider that swipe left, then to think twice about that swipe right. And because this ubiquitous and seductive demon exists, we’re spending too much time deciding and not enough time doing.