people actually complaining about having too many choices? Americans like the freedom of choice, we are a society where more is better. The more choices we have, the more we feel we matter, that we're in control, the happier we are. Coke is just using good marketing. Maybe there is no difference between Diet Coke and Coke Zero, or maybe there is, but just like every other company out there they are gonna say there is to create a new market, to bring in more money. It's giving the people what they want, even if they don't know they want it yet. After all, how many different types of Ipods do you need!?