I think it may have been in this talk, but the solution when the customers actually demand the multiple choices is to do the best of both worlds- the "Greek Restaurant" - Have a menu filled with just about every dish imaginable, but then have a page in front in large print that says something like "Recommended Choices" and put the highest margin items on there. The customer feels like they _could_ choose something if they were in the mood, but they can feel good about simply ordering one of the suggested choices.

He also give a one hour talk at Google in 2006 on the same subject. http://www.youtube.com/watch?v=Iy8R5TZNV1A