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There was something interesting I once came across (though can't remember where) called the Anthropologist's Rule. This said we have the mental capacity to cope with social groupings of 150 AT MOST. And that this was only 6 more than Neanderthal man (how they know that I have no idea!) - i.e. after 30,000 years of evolution, our ability to cope with choice has increased by only 4%.

And I think that Winston Fletcher, in his book Advertising Advertising, quoted some figure about people only having around 200 brands they have a real relationship with at anyone time.

Which is spookily similar.

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