Balderdash, utter balderdash! Choice is massively important. It's the essence of both democracy and humanity. This whole new literature about "the tyranny of choice" is bad science. The problem is not too many choices, but the hidden consequences of the proferred range of choices, and the extreme lack of democratic control over macro-level choices. Attacking choice is the ultimate form of throwing the baby out with the bathwater. It's also a false diagnosis of ordinary people problems.
The left's canned, knee-jerk rhetoric (ala Carrol's comments) about choice is one very big obstacle to our wider appeal. We should be arguing for expanded choice, not telling people they're stupid for liking variety.