Choice on the other hand represents an alternative that is fundamentally similar. Choice and too much choice in particular is a wasteful notion. Choice requires the setting up of a creation that involves the duplication of cost and effort, not to mention the drain on reality, only serving to create similar to existing alternatives, thereby splitting the market. Competition acts as a price leveller, but in so doing becomes a profit reducer and cost flattener, in particular labour cost.
This means that too much choice pushes more reality into the market with less product of the market, i.e. profit. It is therefore true that a route to excessive choice is both a drain on reality and potential profit; this means that choice represents the back door way to monopoly. Operators in choice sink cash into a split market so they become less viable and pretty soon find the danger as the income gained does not match cost sufficiently to be payable, consequently one or other competitor is forced into liquidation, i.e. the true operation of choice is limited by too many uncontrollable factors.
It is far better to go for option than choice; option finds a niche in the market by offering something fundamentally different in which costs, profit and price find their own way, giving a satisfactory level.
