If there are 367 types of pasta why do supermarkets only sell the same few?

"Consumer choice". That's the trite, hackneyed key phrase that should make every consumer wary.

PR people defending difficult positions frequently roll this stock phrase out to deflect criticism or media probing. But it's not limited to business. We also hear it from politicians as well as spokespeople of XYZ BigCorps.

Energy companies like to offer us lots of tariffs of which we can make head nor tail when we need to carry out like-for-like comparisons. Telecoms companies. satellite and cable TV providers and airlines are just some of the others that like to confuse us and then dress it up as consumer choice.

The question of pasta is quite interesting. I learned from the BBC's National Lottery draw warm up quiz show recently that there are at least 367 different types of pasta.

While some of these may be speciality or artisan types an awful lot of them are not. If the supermarkets are interested in delivering choice to consumers, why do they only stock the same few pasta types?

I would suggest the real reason is that XYZ BigCorps only offer consumers choice when it is in their interests to do so. If you hear the phrase "offering greater choice" be sure to prick up your ears and pay special attention as you know that the real motive is anything but the best interests of consumers.