Shoppers confronted with the choice of thirty different varieties of gourmet chocolates are more likely to walk away without buying any, compared with when they are presented with only half a dozen choices. If employees are given a free trip to Paris, they are happy. If you give them a free trip to Hawaii, they are happy. But if you offer them the choice between the two destinations, they are less happy, no matter what they choose. Why might choice be so disruptive? The reason is that choice forces us to make comparisons and acknowledge relative disadvantages. People who choose Paris complain that it doesn't have the ocean and those who choose Hawaii regret that it doesn't have the museums. Psychologist Barry Schwartz calls this the 'tyranny of choice' because rather than providing freedom, it actually constrains our decision‐making. He argues that wider choice increases unhappiness because we worry that we are going to make the wrong decision and so we get stressed about trying to process all the comparisons in an effort to get it right. This both increases our fear of making the wrong choice and raises expectations that we should be able to get the best choice. Having made the choice, we then start to regret, wondering whether it was the right one.