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1: Too Much Choice
Toothpaste. It's an everyday necessity (hopefully!!), something that everyone needs. And yet, I noticed myself in a grocery store recently confronted with what felt like a very daunting task--how to choose from the dozens of brands, flavors, sizes of toothpaste available. Why do we need so many flavors--cinnamon, spearmint, fennel, wintergreen, strawberry, bubblegum, berry?...
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