This has led to a proliferation of products. You have liquid detergents in multiple sizes. Powder detergents in multiple sizes. That teaches consumers that choice has a higher value in the marketplace. So we're turning marketing on its head.
People choose for variety.
If there are 30 different microbrewed beers in an aisle, people will choose something because they haven't tried it before. Whereas in the past, they might have bought a certain beer because it was less filling and tasted great, so to speak. It's no longer a comparison sale. The same is true of cars. My wife recently switched cars.