The Paradox of Choice and Discipline

I read this article by an old ad man called Winston Fletcher in the Guardian on Saturday. He wrote about how we are all swamped with choice. You know it, its an old theme; 30,000 lines in the average supermarket, too much choice, leads to confusion, frustration and irritation.

On the other hand, we also see examples of brands telling us what to do, how to eat, where to live, what to wear, how to raise our children (think Supernanny) and even the rise of a new authoritarian style in advertising. I referred to curated consumption before. But yesterday I heard someone complaining that there were too many different people telling how to live her life and what to do and she couldn't keep up.

So here's the dilemma: Too much choice, which makes people seek Editors and Curators to tell them what to do. Too much being told what to do by the wide range of personal and public Editor-Curators... What does this imply?

1) Greater self-responsibility for taking onboard or rejecting choices, offers and ideas?
2) Total shut-down and ignoring of constant approaches and solicitations?
3) More reliance on an Uber-Lifestyle Editor brand?

Probably all of the above. But I'd be interested to see number 3.

Kimberley commented that there is an interesting question of the role government plays in choice and direction. In health, government wants to provide choice (eg over hospital referral), but at the same time it needs to play a role in directing public health (eg ban on smoking, 5 a day fruit and veg), without being labelled a nanny state.