kent greenfield is a professor of law at boston college. he is the author of "the myth of choice."ena, let me start with you. what is wrong with choice? choice seems to be -- you know, it's as american as apple pie, with or without ice cream, so you get the choice. everything about american life today is about choice. think about during the cold war we were always so proud of the fact that when russians would come to america and they would look at a supermarket, they could buy 55 different kinds of cereal, which is now probably up to 200 or something like that. >> i got interested in the question of choice a long time ago. there was a fancy upscale grocery store that i used to go to when i was a ph.d. student at stanford. i did this very simple experiment. we put out either six different flavors of jam or 24 different flavors of jam and we looked at two very simple things. the first was whether -- in which case were people more likely to stop and sample some jam? and the second was in which case were people more likely to buy a jar of jam. what we found was that people were likely