I went through this when trying to help my younger sister choose a laptop for college. HP had a sale / coupon, and the number of laptop choices was overwhelming. Not only do they have 3 product groups, but they have ~10 products in each group, and you can customize each product even further.

I spent over an hour narrowing down the list of laptops (with names that told me nothing) to the few that met her price / performance budget. After that experience, I can totally understand how Apple does so well. Most consumers want LESS choice, not more.