What we need to learn in this industry is that there’s an important difference between customization and client education. In an industry where software marketed to language service providers (LSPs), be it in project management or content management, can be customized out the wazoo, sometimes what we really want as clients is for the hostess to just lead us to a table. Sometimes what we really want is not to spend an hour looking at pants in order to buy nothing. Sometimes what we want is part of what vendors are actually paid for — their knowledge and guidance. Standing in that restaurant with my friend, technology had nothing to do with it. What it does have to do with is meeting your clients where they are, with being the expert they trust you to be. Choice overload has everything to do with whether or not the seller does her job or thrusts her job back upon the clients, all in the name of customization. . .