agreed. yet, i live in the UK where 'choice' is nothing like it is the US and i'm still paralysed. it's trivial but i noticed it at a young age - just trying to pick out which chocolate bar i'd buy from a shop.
it's always been a bit of a joke between my friends when we're in a shop together and we all start complaining that there is too much choice.
it's nice to hear someone confirm our suspicions in a more academic way.