A Story is told of an investor who sent two scouts to a remote village. His core business was shoe manufacturing. The first scout came back and told the boss, sorry we have no market here! nobody wears shoes, better try another village. A few days later the second scout called the boss and said, boss you will not believe it, we have a huge market here everyone is barefoot!

Barry Schwartz’s book, Paradox of Choice gives us a great concept

The idea as the title infers, is counter intuitive: We believe that ‘free choice’ is an inalienable right, and that as such, the more ‘choice’ we have, the ‘happier’ and more fulfilled we will be. Schwartz reasons that the availability of so much choice, in fact, works to reduce our happiness because of various psychological factors at play: Regret over the realization of not having made the ‘best’ choice, and that sheer complexity effectively makes it impossible today, to make a ‘best choice’: The result is paralysis, procrastination, and in severe cases, depression.

For many people, all the hundreds of choices means nothing but confusion as they simply gaze upon a wall of pretty labels. This did explain why the easiest choice is always to buy what is ‘on promotion’

All is Vanity.

vanity is the excessive belief in one’s own abilities or attractiveness to others. Prior to the 14th century it did not have such narcissistic undertones, and merely meant futility. The related term vainglory is now often seen as an archaic synonym for vanity, but originally meant boasting in vain, i.e. unjustified boasting; although glory is now seen as having an exclusively positive meaning, the Latin term gloria (from which it derives) roughly means boasting, and was often used as a negative criticism