- Post Purchase Reinforcement -- most of us will go out there after buying a product and find others who bought the same one to reassure ourselves in our decision. The more choice is offered the harder for a consumer to do so and hence the harder it is to keep him happy. That's the big issue telecommunication companies are facing today in Canada!
- It's expensive to offer a lot of choice (inventory, R&D, employee training)
Therefore the best solution is to build businesses that only serve very niche demands and in turn offer no choice to their clients... just what they came in for. That creates happy customers through post purchase reinformcent and drastically reduces those expensive costs associated with offereing choice.