As consumers, we are bombarded by ads showing us that more is always better. Smartphones are an excellent example. Over the past 5 years, smartphone screens have grown in size from 3.5” to 4.3” to 5” to even 6”. Steve Jobs famously compared a 4.3” phone (which is now considered small) as “Hummers.” But none of that mattered as consumers happily bought their “Hummers” by the millions. More, in this case, was better, at least as far as consumers were concerned.