I think the point was that there are too many options:

  Now you shop on the Internet, and you can buy from anywhere on the planet.

  The options for any particular purchase approach infinity, or so it seems.

So while you may get tons of ads offering to sell you something, how much effort is spent determining which is the best match for what you want. It would be better to get 5 results that are really close to what you're looking for than 500 that are sort of what you want.