I grew up in an India which had two kinds of cars and one kind of breakfast cereal. I remember being quite happy. Of course, it could be childhood. 

Anyways, I am not against choice.

However, imagine this: in less than twenty years we have twenty five different breakfast cereals, thirty five car makers, each making five models, with five variants. Does this level of explosive choice impart greater freedom? 
It sure doesn't feel that way. It does feel like we are being carpet bombed with choice. Strangely, though it must empower us, it is not. We are losing our voice. 

Ten thousand things vie for our attention from the moment we open our eyes in the morning till they close at night. Billions of bytes of information are pushed down our unsuspecting throats every day. There is no way we can process this information and come to a deduced conclusion. So, we look for a hypothesis that works.
Products are hardly sold on their features alone. It is just not enough to differentiate them from competition. The solution: sell products on lifestyle choices. It works like this, if you choose a particular car then you are an adventure-lover, if you choose another, you are a family guy. 

The consequence: when people buy products, they buy a lifestyle hypothesis. They must conform to that hypothesis, the 'a-la-carte' chosen image of ourselves, with which we must be identified. 
Often, this makes us move away from our innate personality and towards that image. We become less centered, 'less us'. We start to ask ‘what is expected of me?’, rather than ‘what do I want?’ 

This is not freedom to me. Neither to Oxford Dictionary: 'The power or right to act, speak or think as one wants'

It is just an illusion of freedom. We are, perhaps, as free as a railway carriage.