Choice, how much do you need?

July 23, 2007

Choose life. Choose a job. Choose a career. Choose a family. Choose a fucking big television, Choose washing machines, cars, compact disc players, and electrical tin openers. Choose good health, low cholesterol and dental insurance. Choose fixed- interest mortgage repayments. Choose a starter home. Choose your friends. Choose leisure wear and matching luggage. Choose a three piece suite on hire purchase in a range of fucking fabrics. Choose DIY and wondering who you are on a Sunday morning. Choose sitting on that couch watching mind-numbing spirit- crushing game shows, stuffing fucking junk food into your mouth. Choose rotting away at the end of it all, pissing your last in a miserable home, nothing more than an embarrassment to the selfish, fucked-up brats you have spawned to replace yourself. Choose your future. Choose life…

Spud can’t help thinking that, along with the unstoppable march of time, comes the seemingly unstoppable expansion of choice… Is there any aspect of everyday life that doesn’t involve a days worth of research to make an informed decision? A friend of mine is switching broadband providers, and asked my advice – so we sat down and tried to compare like for like providers and the services they offered. We were overwhelmed with choice. I personally went with BT myself, as I don’t believe that the swings and roundabouts of special offers and introductory deals brings no real benefit unless you’re willing to switch providers every three months or so. I know that some folk do, but me? Nah – pay for it, use it, that’s about as far as I get.

The problem that this particular spud finds increasingly frustrating is that with this expansion of options at every turn, the only decision that can be made is between the “easiest to understand” options, rather than between the most appropriate.

The good old days weren’t always good – and I’m not hankering after the old monopolies such as the one that BT enjoyed for so long, but it made life a hell of a lot easier when it came to choosing which phone line you were going to use…


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