There’s too much content that appears different but is the same. Too many identities are available to us. Too many manias. Too many hysterias. Examine nearly any aspect of society and you can see it’s gone too far. The reason so many flavours of Oreos are invented, according to the cookie’s brand director, is that this overabundance of choice reminds us of and drives us back to the original. It reminds us of how much we like the old Oreo, the Platonic ideal of the Oreos of childhood, the Proustian Oreo with the glass of cold milk. When there’s too much of everything however, at some point the original is lost, the memory is lost, and all that remains are faded, flat, hollowed-out derivatives.