"They are not necessarily at that point where some of the younger generation is, where they have News Feed overload, " Gordon says.

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And with the help of behavioral science (plus the mere accumulation of experience that people gain using the exchanges), I expect the second or third generation of exchanges will be less likely to create choice overload for potential customers.

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In the late 1950s scientists linked schizophrenia to an overload of dopamine in the brain, so they devised the first generation of antipsychotics, which homed in on a single dopamine receptor.

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