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«Listeners may say they want more choice, but in the real world of consumer behavior abundant choice is a distraction. Too many choices are confusing, and when faced with confusion customers do what's easiest and most comfortable: They choose the tried and true. It's a phenomenon author Seth Godin calls a "scarcity shortage." J. Walker Smith, presidenr of Yankelovich Patrners, has called it a "claustrophobia of abundance.» In the real world, consumers prefer fewer options, not more. Small wonder there's a new breed of boutique out there where the selection of product is limited to the discriminating taste of owner. In a sense, it's like a listener trusting her radio experience to the judgment of her favorire DJ who picks the records himself. It is critical that the radio industry understand this concept: The vast majoriry of listeners already have enough choice-all our research and racings experience tells us that. We assume that listeners subscribe to Satellite radio because of the enormous choice. I think this assumption is wrong. » (Ramsey, 2005: 90-91)