Since App Store was set up, it has been selling consumers one simple thing choice. Whether you wanted to play games, read the news, or do a thousand other things, there was something for whatever you desired.
Then something funny happened. Logging into the App Store today is like going into a shopping mall with only a coupon(优惠券) for one thing: There’s so much choice; it might be easier to give up than to choose.
It isn’t consumers who are burdened, though. Too much content of all kinds also has economic effects. When countless choices are available, it causes pressure, pushing prices down and driving us a bit crazy.
So what is the way forward? It may well be to turn less choice itself to the marketing strategy. There are already signs that this is happening. Firstly content companies are looking to prevent their offerings from getting lost in the tons of stuff. Most obvious is Disney, which is planning to open its own streaming service next year. The point is to narrow the focus so that those seeking Disney cartoons will have one place to go, rather than being around various services.
Yet if that represents a careful first step, there are more extreme options too. Consider the idea of a wine club: from tens of thousands of bottles each year, subscribers pay someone to select the most interesting ones. Perhaps what comes next for digital content is similar-carefully selected offerings from trusted sources that put choices in the hands of someone else in order to get rid of the anxiety of choosing.
Up to now, too much choice in digital media has only one solution: the algorithm（运算法则）． But we＇ ve seen the trouble with algorithms on You Tube They feed you only what you’ve already said you like, not things you may not know you re into. Worse, they have a tendency to serve up disturbing content he way forward cant simply be more or better algorithms.
Instead, it's time for digital companies to start thinking about how to put limits on things: on how much we can use a device, or what we are available to choose from.
As we move further into the digital revolution, what people ask for is clear: Less.
【小题1】What will too much choice of content on the market result in?| A．The shutdown of companies | B．The anxiety of consumers |
| C．The poor quality of products | D．The slowdown of economy |
| A．Content companies should withdraw their offerings online |
| B．Content companies should post their offerings on App Store |
| C．Content companies adopt different methods to narrow the consumers focus |
| D．Content companies open their own streaming services on You Tube |
| A．They make a better choice for them | B．They help to remove disturbing content |
| C．They change their interest in digital media | D．They fail to offer what they possibly like |
| A．Approving. | B．Skeptical |
| C．Opposing. | D．Neutral |
