The story is primarily about TJ's as a business, but there are some
interesting and on-point comments about the user experience they have
deliberately constructed. Reducing the number of choices. Full
refunds on the spot no questions asked. Simplifying processes. The
comment from Stew Leonard Jr. particularly resonated for me as a
"[having too many choices] takes [customers] out of the purchasing
process and puts them into a decision-making process,"