In "The Paradox of Choice," Barry Schwartz discusses the challenges faced by manufacturers in a competitive market. To increase sales of their brand, they must ensure that their products stand out from the crowd. This can be achieved by either genuinely improving the product's uniqueness or by creating an illusion of distinctiveness that makes consumers perceive it as special.

Schwartz argues that it is often simpler for brands to manipulate consumer perceptions rather than enhance the actual attributes of their products. By focusing on marketing strategies that highlight perceived uniqueness, manufacturers can drive consumer interest and boost sales without necessarily improving the product itself.