The exponential growth of choices

Trying to buy a laundry detergent, there are choices of with bleach, for sports, with Drowney, 2X extra strength, etc. Trying to buy cereals, there are choices of different colors, different shapes, different brands that fill the whole isle. Trying to buy soda, there are zero, cherry favor, diet, lite, etc. Trying to buy a golf driver, there is draw bias, fade bias, extra forgiving, interchangeable hosel, extra length, etc. Funny thing is, they all price almost the same, with maybe few cents difference in price. Having choices are great, but having so many choices that makes one stand in front of the product tinkering over to make a decision for 5 minutes is not only torturing, but the whole shopping experience become so tedious, eye straining and confusing.

Taking the laundry detergent as an example, what is the point of so many selection, if the first one simply could have got the job done?