Variety.. too much?

Repetition is boring. Expect the unexpected is the new jingle. But if you expect the unexpected, then what is the unexpected?.. everything in the realm of the imaginable, need to come to reality, for the sole reason.. variety.. i want more.. everybody wants more. Just imagine in the rapid increase in product variants in brands.. just for a toothpaste, we have hundreds of variants.. variations in colour, taste, feel, freshness and what not!.. But so many variants actually leaves the customer in a sort of a dilemma.. the customer might feel..' after all whats the difference in a light blue variant and a dark blue variant?'.. and the varieties go overboard,, ironical since what was demanded, was given, and once it was given, it was no more needed!.. variety is wanted as a want that would never be satisfied.. unless we know what we really want..