Barry Schwartz argues that simply prioritizing our personal desires isn't an effective way to address the issues arising from having too many options. This abundance of choice, which is meant to empower individuals to choose according to their preferences, can actually be overwhelming and lead to dissatisfaction.

Instead of helping us, an excess of choices can paralyze decision-making and create anxiety. Schwartz suggests that the very freedom to focus on our own wants is a product of the vast range of choices available, which paradoxically can complicate our lives rather than enhance our satisfaction.