We get impatient or just leave.
There are plenty of companies that are creating incredible products.
The problem for some of these companies is that they don’t offer enough choices. That company might have come out with a product you have been using for 5 years, but it’s been 7 years ever since they introduced a new product. Basically, it takes a long time for new choices to become available.
When consumers see the choice selection for the first time, they have two choices.
They either buy a product (or more than one) and get impatient waiting for the next product to come out, or they just leave because the guy across the street has more options.
In addition to that, if the consumer doesn’t like your options, they won’t buy. With fewer options, you are narrowing your list of consumers down to a specific subset.