Buyers today have a plethora of options to choose from when making a purchase. While it may seem like having more choices is a good thing, it can actually lead to overwhelm and make decision-making more difficult. This article explores the challenges of buying software in today’s market, the importance of online reviews, and how G2 is helping buyers by providing relevant themes and information. The concept of the paradox of choice is discussed, where research has shown that buyers are more likely to purchase and be satisfied with their purchase when presented with fewer options. The article also highlights the growing importance of reviews in the decision-making process, with over 84% of buyers relying on them for research and evaluation. However, the abundance of reviews can add complexity to the buying process, and the article suggests that B2B software can learn from B2C experiences in making reviews more digestible. Examples from consumer sites like Nordstrom, Best Buy, and Tom’s Guide are provided to demonstrate how themes and pros and cons can help filter and summarize reviews for buyers. G2.com introduces the upcoming feature of Pros and Cons in their profiles and product categories, which will help buyers distill software reviews into critical insights and filter reviews based on contextual themes. This will not only benefit buyers in making better decisions but also help sellers identify their strengths and weaknesses. The article concludes by acknowledging the ongoing challenge of choice overload and the constant need to improve the buyer experience.