A couple of weeks ago, my fingers quivering with excitement, I began to thumb through the January 14, 2019 issue of The New Yorker magazine, a publication I’ve been subscribing to for eons. Great magazine, where lightweight and goofy forms of content happily share space with heady material.
These days I gravitate to short New Yorker pieces, rather than the lengthy articles that the magazine also serves up. That’s because my attention span over the last 20 or thereabouts years has shrunk like a chilled dick. It was with relish, therefore, that I read an easy-to-manage story (click here to read it) about one Martin Kesselman, a “color consultant to home owners and decorators” (to quote the article). Not long ago Martin co-created what he feels is a perfect shade of white paint. Known as Elliyah, it is named after his daughter. Apparently that shade of white has found good success in the marketplace.
Before you ask what I think you might be all set to ask, read this: “Does the world really need another white? Benjamin Moore has a hundred and sixty-four versions of it, all of which Kesselman sells. But he believes that Elliyah is different.” Those are the words of Patricia Marx, the article’s author. See, she anticipated your question.
Elliyah is different? Maybe it is and maybe it isn’t. But even if it is, how different can it really be from many of the whites available from Benjamin Moore and the world’s other paint manufacturers? Well, maybe that doesn’t matter. After all, we live in expansive times. Hand-in-hand with an exploding human population (it’s pushing eight billion), there have been bigger and bigger demands for products in just about any category you can name. More people equates with more buying, after all. And within each category the number of available items has skyrocketed to the Moon. Hip, hip, hooray! Choice is good, right?
When I was a high school senior, which puts us back in the years 1964 and 1965, I worked part-time at a Bohack supermarket. (Bohack, for you trivia buffs out there, was a chain in the New York City area, where I used to live.) It was an average-size supermarket for its time, maybe 90 feet long on each side. Whatever its dimensions were, they would pale in comparison to the supermarkets of today. I mean, you could probably fit 20 Bohack stores inside the Giant supermarket (a member of an aptly named chain) half a mile from my current home in the Philadelphia suburbs.
Talk about choice! My local Giant carries so many items, it’s amazing and dizzying. Teas, breads, cereals, cookies, fruit juices, frozen dinners . . . hundreds of feet of shelf space are devoted to pretty much every category. And that’s only to be expected in our Amazonian age of untold options. Do you want to buy a Bulgarian-made desk lamp that doubles as a miner’s cap, or monogrammed bras manufactured in Azerbaijan? After a handful of clicks and other keystrokes, they probably can be yours.
I sometimes wonder what the avalanche of choices means. Have buyers gone loopy, constantly on the lookout for something new to distract them from our angst-producing world? Are we genetically programmed always to demand more, more, more? Are we just wild and crazy guys and gals, out for a fun time? Whatever the case or cases, manufacturers are more than happy to read our minds, to anticipate our wants and to induce new cravings. Let’s look at cookies — at Oreo cookies specifically — as one of 25,000,000 possible examples. I mean, plain ol’ Oreos weren’t good enough? Now there needs to be white fudge Oreos and chocolate mint Oreos and a half zillion other types of Oreos too? Uh, let me think about that. Okay, I’ve come to a conclusion: Yeah, man, nothin’ wrong with white fudge and chocolate mint Oreos. They’ve got my votes!
Let it be said, however, that overall I’m not much of a shopper, at stores or online. But I do like to go food shopping. For one thing, it gets me out of the house, which is a positive. Hell, at home I’m very unproductive, spending 80% of my waking hours scratching my head and my balls. (What, at my advanced age there’s something better for me to do?) At food stores, though, I have a good time and I don’t scratch. Anyway, one day last week I paid visits to my local Giant and to Wegmans, another airplane hanger-sized supermarket. I breezed through their aisles, quickly picking up the items on my shopping list.
But there was one exception to my breezing: At Wegmans I slowed down to smell the roses, alcoholically-speaking, in its beer section. I’m not all that interested in the enormity of choices on our planet for automobiles, smart phones, toothpastes, hot sauces, whatever. Beer, however, is another story. Small, adventurous breweries began popping up left and right in The States and elsewhere around 1990. I got into their products in 1994, on my honeymoon. Ever since then I’ve made it one of my missions to explore the wonderful world of beers, while of course drinking in moderation and while not scratching my head or my balls.
Wegmans’ beer area put a smile on my face the other day, as it always does. It’s colorful, intriguing and worthy of deep investigation. So many choices! What to buy? What to buy? After 20 minutes I opted to go home with a craft-your-own six pack. Before transferring its contents to the frig, I arranged the bottles neatly, asked them to smile for the camera and took their picture. Beer. That’s one category that, for me, never will have too many options.
(As I almost always say, please don’t be shy about adding your comments or about sharing this article. Many thanks.)
I’ve gotta agree with you Neil. This is a crazy world where we are spoiled for choice. Even something as mundane as the lowly potato. When I was a kid you went to the store and bought a bag of potatoes. Yesterday I was grocery shopping and counted no less that ELEVEN different varieties of potato! Some that I remember are: russets, red potatoes, yukon gold, fingerlings, purple potatoes, tiny potatoes (about the size of a grape) etc.
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I think that some people get so caught up in the oceans of choices, they lose sight of life’s basic values. Enjoy the weekend. Be seeing you!
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I got to thinking about the superfluity (a word?) of choices a few years ago when I returned to the U.S. and noticed how many different toothpastes and paper towels there were to choose from. In fact, far too many? Do we really need 20 or 30 types of toothpaste?
Then about a year ago I started noticing all the yogurt–in stores as diverse as Trader Joes and Walmart. There are probably 50 kinds of yogurt available and literally hundreds of actual items. Yet, it’s rare to see anyone actually picking out one of the items. I know people are doing it because I’ve asked around and everyone says they eat yogurt.
Too much choice is not necessarily a good thing. It just clutters up the aisles without providing commensurate shopping benefit.
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Hi there. Toothpaste is a good example of an enormous amount of products. With toothpastes, there’s a very bewildering number of options.. Trying to keep things simple, I’ve stuck with good old original Colgate for many years. It’s A-OK.