I have an unbroken record when it comes to iPhone covers – I’ve managed to successfully scratch and maul every single one that has ever passed through my hands. This includes my most recent one, which lasted all of 3 months before it turned into one heck of a hot mess.

So last week, I went shopping on Qoo10 (an online marketplace) for a new iPhone cover. I figured I’d take like 10 minutes to browse, choose a cover, place my order, and be done with it. But they had such an unbelievable array of choices that I literally spent two hours just trying to pick one. I think I spent more time trying to pick my iPhone cover than I did picking my medical insurance policy.

We’re faced with a really strange problem today: the problem of having way too many CHOICES. And it’s affecting how we invest in ...