"At first glance, it looks like something you might use in lieu of a Magic 8-Ball: ‘I can’t decide what to do. App, advise me.’ But Choicemap could be more accurately described as an app not for making decisions, but for thinking them through.”
"I was getting home late and just wanted to grab some easy pre-made food from the local supermarket. While there, I remembered that I needed a few things and navigated my way to the paper towel aisle, where I stood, transfixed, before 50 feet of options. I was tired and hungry and very suddenly annoyed. All I wanted was to be able to clean my face after eating and now I was confronted with 50 feet of choice. Screw the mustachioed Brawny man, the quicker picker upper, and the boldly named Mardi Gras.
In the midst of my existential meltdown, I left the store without buying anything.”