This is the key passage of the article that pretty much says it.
In short, if you're faced with 30 jars of jam to choose from, you'll narrow by brand or GMO-status or whatever. Facing a choice for a mate in a list of 1,000 people, you filter by height, race, tits, or some other attribute.
Your outcome will be the same (ie. you'll have jam in your toast or a person in your life), but the criteria different.
> When Benjamin Scheibehenne, a professor of cognition and consumer behavior at the University of Geneva, set out to replicate the jam study, he found no evidence that people were less satisfied with their choices when they had a larger array to select from. “It seems to be fairly difficult to overload or confuse or frustrate people just based on the number of options,” Scheibehenne says. “In most situations, people are quite good at coping.” He points out that if abundant choice were really as paralyzing as Schwartz and others have proposed, people would constantly get stymied in everyday situations like deciding which shirt to wear or what to have for lunch.
> Instead, Scheibehenne argues that people generally avoid being overwhelmed by practicing a kind of quick-and-dirty mental judo, using some kind of shortcut to limit their choices—whether that means giving certain factors more weight or simply skipping some of the presented choices.