I agree somewhat. Personally I like to have many options. The devil is in the details. For the jam (if I were really into jam) I would compare prices and buy the cheapest first. Then I would buy a different brand each time until I found the one that was the best quality for the lowest price.

The problem lies in us I think. If we did more shopping and less following the flashing lights of the advertisers, we would probably see a lot of those choices disappear due to lack of interest. I pretty much know what I want before I ever step into a shop. Salesmen hate me! My wife on the other hand... ;)