People don’t want choice. They think they do, but they don’t. People get confused easily by too much choice.
What they really want is:
a) standards. Standards are good, because they give us familiarity and interoperability. There are countless examples, like: Microsoft Windows, USB, GSM, 230V electricity, fashion. Choice should be restrained to stylistic matters, like the colour and design of a car, or of a cellphone.
b) for experts to choose for them. Commanding authority becomes easier and easier, as common people get perplexed by the complexity of technology and multitude of choice.