The ubiquitous Chinese restaurant menu - bewildering millions of patrons every lunch and dinner, every single day. Simplicity is liberation. With too many options, many people faced with such a complex choice architecture resort to choosing whatever they recognise, whatever their companion is having, or a selection based on a price that seems to represent good value (e.g. I like beef, and £9 isn't bad for a beef chow mein). Not exactly a rational choice strategy...