what is sheena iyengar saying? she is saying that in america, where we value having the freedom of choice about everything..." and sheena in her experiment is saying, "give people too many things to choose from, and they become overwhelmed." and you were called lots of different things. but some people said, "you are criticizing the heart of who we are as americans." >> yes. in fact i think it was rush limbaugh that referred to me as a "pointy headed intellectual that didn't know the first thing about the marketplace." >> hinosa: a whado y say to that? i mean, were you taken aback a little bit by the criticism when you were just saying, "look, i'm a social scientist, i conducted experiments..." you know, the jam problem. people may have heard about the jam problem, which is your experiment of putting jams in a supermarket, and whether or not people would choose a preferred jam, and if they had too many choices, they ended up perhaps not ending up buying one of the jams. but if you gave them three choices, then they