Some choice is good.
1,000,000+ choices is paralyzing.
Interviews with Bentley buyers showed that having so many choices made them less likely to choose options.
100s of colors. Thousands of fabrics. It all became too much for buyers so they just went basic. Or at least Bentley basic. To inspire people to see what is possible we used a simple psychology experiment. You looked at pictures, none that had to do with cars, and picked the ones that spoke to you. Some were action shots. Some calm beaches. Color swatches. Materials. And at the end we plotted your favorites on a graph of luxury to performance and classic to innovative. It worked like magic. 
All choices were put on the RFID card. Then revealed on the big, big screen.
“Guests who visited the Bentley Studio often engaged in deep conversations with Bentley designers and ended up designing more personalized vehicles than they ever thought possible.”
Lisa Churchill, Bentley event lead