More choice is not all it's cracked up to be. Too many options end up hiding what is good. In our networked culture, it's not more choice that matters, it's less choice.
One of the foundations of our new networked hypersociety is the limitlessness of options. If we want more possibilities, we just have to turn them on. Less choice is not about the lack of possibilities, it's about distributed decision making. I want to make use of the skill and depth of knowledge in my network by outsourcing as much of the thinking as possible to my peers.
I am no expert, well, not to most people in most things. There are some domains in which I am happy with my judgement, but I am the first to admit that my skills are limited. So, why should I not allow someone else to decide for me if they are more equipped to discern the differences between the options?