[handrous]

> More choice is always a win for the customers.

It's sometimes a win for customers.

[EDIT] trivial and clear illustrative case that should be easy to apply to murkier situations: a regulation that bans known poisons in food reduces choice.

[EDIT EDIT] more relevantly, and a bit tangentially to the example above: thanks to coordination problems it's possible for more-desirable states to be unmaintainable without reduction of choice—it's possible for someone's—even everyone's—favorite outcome to require a reduction of choice, and for that option to cease to be when more degrees of freedom are introduced.