About a month ago, I wanted some chocolate ice cream-- not chunky chocolate nor dark chocolate chunk nor mocha frozen dessert. When we were kids, someone's Mom would say "do you want ice cream!" Then, they'd say "chocolate or vanilla?"-- milky goodness; or a liquid chocolate bar. It was great. I really do not need chocolate ice cream, so I let the wish linger for a month. Tonight I walked down to the supermarket-- one with LOTS of variety. There was every weird flavour of ice cream-- chunks of stuff and weird fruity flavours and lots of chocolate etc.. The closest I got to my childhood fave: dark chocolate frozen dessert (I am fearful when they are afraid to call it 'ice cream') and chocolate ice milk... Dejected, I opted for the chocolate ice milk and walked home. This is where we're at today: petulence and the need to assert ourselves through branding has left us with a fragmented set of choices. Chris Anderson coined this phenomeon as "t...