Last time my wife and I went to the supermarket we were surprised by the number of salad dressings available: fat free, low fat, fat, virgin olive oil, extra virgin olive oil, soy oil, rice oil, almond oil, pecan oil, raspberry, organic raspberry… We just wanted to have a salad for dinner! Guess that’s one of the results of capitalism: freedom of choice. At the end, the free markets work -through supply and demand- to decide which participants -e.g. suppliers- will be around for the next 5, 10, 20 or 100 years; doesn’t matter if you are talking about a salad dressing or a car or a house, the free market (through us as consumers and the companies that provide us as suppliers) will decide what stays and what doesn’t. However, the huge number of choices we face creates what Dr. Barry Schwartz describes in this TED talk as the “paradox of choice”, where choice brings us┬áparalyzed, instead of freer or dissatisfied instead of happier.