Redbox and limited choice

Interesting article from Rob Walker in the NYT on redbox's success in offering a limited selection of DVDs to consumers.

"In the venture's early days, [president Mitch] Lowe says, redbox actually experimented with different models, offering wider selections, including classic and foreign films (because the kiosks can hold 600 discs). 'What we found,' he says, 'is that today there are so many choices out there, consumers are really looking for some help and guidance'."

If you've read Barry Schwartz's work, this will sound familiar.