The New Industrial Revolution provided individuals and companies with the tools to make and distribute products and media. The Battle for Consumer Time provided an impetus for companies to offer even more media. Now individuals are overwhelmed with their choices, and industries and services – from recommendations to influencers – have been created to help with decision-making. However, instead of seeking help with the overload, consumers may attempt to avoid it. Consumers are launching their own way to get through the glut, counting more and more on simplicity, trusted curation, brands that offer fewer options and things they already know they like.