At some point I am going to have to devote myself to the study of clarity among the masses of people that are half-paying attention. 1000's of options is a real mess, people say they want choices, but tend to choose Apple which is famous for removing choices. People say they want freedom, but then choose tyranny to avoid having to think for themselves.
Understanding this is likely as important as economics and is something we have clearly not mastered.
One chain that upgrades over time is clearly the most simple approach you can have.