Market segmentation as a bad idea

Market segmentation is a bad idea.

I mean, market segmentation don’t give you an advantage in some cases.

I read the study done by Stockholm School of Economics with the examples from the history of Gillette and Xerox, with some examples on this idea.

But I haven't founded the description of the following observed effect: Lot types of goods with the same functionality led you to the obfuscation. Instead of buy, you think of your choice (like the Buridan's ass), and than, tired of the thinking, you put off the idea to buy.

For example, I and a lot of my friends are still thinking of buying a notebook, but if there is only one type of the notebook, it will be not such a problem ( problem to decide what model/type to buy, and make the deal).

Buridan’s ass is a very simple and old idea, but it is totally ignored by the marketers.

Or may be it is the secret, they keep from the others? Does somebody know any models of this paradox of the wide choice that lead to not making deal?