Take mustard, please. On the surface mustard might seem to be a common yellowish condiment added to hot dogs and hamburgers. Dispatched to fetch “mustard,” the dispatchee stands before a dizzying assembly of choices: spicy brown; dijon and country dijon; stone ground; classic yellow; sweet and spicy; honey; whole grain; lemon tarragon; French roast; and more, in classic yellow or organic options from an arms-length list of manufacturers.
The eyes search the shelves. The odds of making the wrong choice are high. The phone is dialed, followed by, “Tell me again what you want?”