In An Interview with Barry Schwartz usability guru Jared Spool talks with Schwartz about his research into consumers and choice. Schwartz says: “The challenge and the achievement in the last generation of digital technology was getting information to people. It was a massive achievement, it’s just extraordinary. But now the task is filtering the information for people. People are completely overloaded with information, and the prod, the brass ring is going to go to whoever figures out the best way to provide filters.”