By psychology professor and prolific writer Barry Schwartz.

The point made is plain and simple: more choice floods the brain with more information than most consumers can handle efficiently enough to be considered "better" than status quo ante. Unsurprisingly, written by someone familiar with American society.

Yet the book is presently gaining much attention in the UK after being often-cited by traditional-Labour backbenchers opposed to their own --more New Labour-- party leader's policy of granting consumers more choices as a tool for the improvement of public services.

The cacophony of politics aside, Prof Schwartz puts his case forward unembellished, and proceeds to explain and illustrate it without much clutter. Rare in its conciseness, too--less than three hundred pages. Coherent presentation; intelligible read.

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