It’s the overwhelming choice yes, but it’s also the fact that companies sell junk online that looks good in a photo and then of course you receive it and it’s useless. The reviews are all rigged and the brands are unknown to you, so there’s no way of knowing until you’ve purchased it, and then in many cases there’s no way or it’s very difficult to return the dud.

> Being overwhelmed with choice is known as analysis paralysis.

Yes, but my point is that the inability to tell whether or not a product is any good reduces analysis paralysis because it reduces the trustworthiness of the analysis.

see also The Paradox of Choice by Barry Schwartz