Once upon a time (in real world), there used to be limit of options. no market would allow more than 5 players to be profitable.
Eventhough there are 100s of toothpaste kinds, grocery shop could store only few on the shelves.
Now in this world of Long tail, there can be 100s (maybe soon 1000s) of options for each need.
So how should a buyer go about buying stuff ?
It is becoming more and more difficult to differentiate the offerings. and even Google might not be helping in decisions anymore !