Chapter ThreeYou Give Me Choices
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At first glance, it would seem that the modern era far outshines the past in its ability to give consumers choices, thanks to the Internet, endless product development, shopping malls, big-box retail, and so much more. On the other hand, maybe we are exhausted, in some ways, by that volume of choice.
The good old days offered a different kind of choice in the form of personalization enabled by the intimate relationship between customer and provider. Tailors made suits to order based on style and materials. The ...
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