In a world of infinite possibilities, how do you know where to begin?
Choice paralysis has been well documented in the supermarket - too much choice and people overload and don't buy anything at all.
In the content world, one of the new roles for media brands is as editors of this infinite body of distraction.
And with the explosion of music now available to us, increasingly we need similar editors to save us time and filter out the dross.
Fortunately, my mate Ben has a very learned ear and is now willing to use it for our benefit.
So check out Family Music - tell them what you like and they will serve up the freshest musical treats, warm and straight to your door. On CDs and that.
And if your stuck for a Christmas present idea for the audiophile in your family, they are running a gift subscription service.