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They’re age-old questions: what drives human beings to do what we do? Are we driven by reason? Or is it desire and emotion that are running the show?

The current wisdom for a long time has been, and still appears to be, that if you work for a living you don’t have time to watch day time TV - after all you’re working right?

The logic is straight forward: some choice is good, therefore more choice is better. But there’s a point at which too much choice can be crippling. There are ample studies that have shown if we’re offered a constrained list of options, we make our choices more readily, with greater confidence and less buyers’ remorse. Give us a wider range of options and instead of being greeted with woots of joy, we pause, second guess and eventually buckle under uncertainty.