Warning: At some time (which I didn't notice at the time) in the last 10 to 15 years Scientific American ceased being a very dependable source of scientific information, becoming little better than the Science Page of the daily newspaper or various pop science periodicals. The article cited here is too short, too breezy to be very useful.
Nevertheless, distrust of growth of variety and proliferation of choices is safer than a simple trust in "more is better." It seems almost tautological that (say) 3 choices is apt to be better in every way than 50 choices.
Carrol