I disagree. Too many choices.
For those of us who are pretty good at this (all relative) the choices mean little. We will do OK in about anything and excell in a few models. For those who are new and get shot down frequently, not knowing which bird to fly changes the dynamic. AH is the grocery store, the jams are the 100+ options and I have long suspected it impacts our numbers to a degree.
With the jams those who had a very specific brand they were after, got it. Those who simply wanted a jam, flavor not known, it impacted them. In any case, AH should approach an MBA program and do the study.
Boo