Having choices is what we want and expect, but having choices isn't easy. The more choice we have the more difficult is to make the decision and the more irrational our choices become. It's like the very old Polish fairy tale about donkey who got food: oat in one crib and hay in the other crib.
It smelled and beckoned wondering where to start with? Hay or oat? Oat or hay? A difficult choice that made the donkey stay up all night and finally die of hunger. (A. Fredero).

Choice can paralyze us. The advantage companies can gain lies in delivering services that help people to handle the choices they are facing. the services that will deliver emotional experiences, allow overview and give the feeling of having control, making the decision process less stressful.

Here is a good example: Razorfone: Interactive Retail Experience.

Razorfone Interactive Retail Experience from Razorfish - Emerging Experiences on Vimeo.