Reminds me of an experiment summarized in Barry Schwartz's Paradox of Choice. As I recall it, grocery store customers were divided into 2 groups - one group saw shelves upon shelves of different jams and jellies; the other group saw about 4 kinds of jelly. Everyone agreed that the store with more options must be the better store. But the people presented with fewer options said they had a better shopping experience.

And they bought more jelly.