I just googled that store, if it's limited in options then I need to find something like that here in Stockholm. I don't know about Dan Gilbert but I am familiar with Malcom Gladwell and Barry Schwartz. His talk on TED is great, I was actually having it in mind when I wrote this, going to watch it again :D

The more options we have the easier it gets to regret about the decision we made even if it was a good decision. Boom. Let that one sink :)

You will definitely enjoy the documentary on minimalism then!