Are consumers screaming to have their choices answered by business leaders?

Do people like T/F more than multiple choices as consumers because then they would need to take time thinking and considering what their own absolute choice is on any given topic? Don't people like to define themselves and become a meaningful, purposeful human being? Isn't that what life is about? Defining values, beliefs, upcoming aspirations? It seems that people are more comfortable blowing with the wind--not making choices independently, but having their choices made for them. Thoughts?