When I go to a Greek diner, the kind with a 15 page menu, and see my dining-mate starting to go through it, I tsk tsk them and say, "Close the menu. Just think about what you want to eat, whether it's a breakfast item, dinner entree, or a bunch of apps... and they will have it."1) for the customer, decision analysis is a very real thing. Too many options and they can’t decide. (For example asking your SO if they want “Italian or Curry” will get you a answer more quickly than asking ”where do you want to go for dinner?”)
Works every time.