Is there such a thing as too much choice

This is one of those China stories.  Recently was checking out new fabrics at a new supplier in a place where there is around 80-90 different curtain shops.  Just seeing what what new fabrics are out there and also what fabrics I had not seen before.  


Went into this shop (see picture below) expecting to see the normal 50-60 sample books.  Well they had over 200 books, each with 50-60 fabrics in each. What you can see is around a quarter of them.  So all up over 10,000 fabrics to choose from.  


Have got samples of around 550 of them so far, not sure if I will get the lot.  But I know where to go for fabric now... not to mention the other 79 stores in the area.


The owner knew off the top of her head the price of all the fabrics, and no they were not expensive.