In his renowned book, The Paradox of Choice, author and American psychologist Barry Schwartz explains, "Autonomy and freedom of choice are critical to our wellbeing, and choice is critical to freedom and autonomy." Nonetheless, though modern Americans have more choice than any group of people ever has before, and thus, presumably, more freedom and autonomy, we don’t seem to be benefiting from it psychologically.” In this digital age, this paradox is well known – innovation is relentless, and consumer preferences are constantly changing in response to emerging platforms and digitally-enhanced conveniences.