Presenting a false choice in email

Posted by Paul Babicki, author of Netiquette IQ - A Comprehensive Guide to Improve, Enhance and Add Power to Your Email.

The following is from Jordie van Rijn's blog on EmailMonday.com .

Presenting false choice [in marketing email]
Want people to make a choice? Yes? Are you sure? Really? I can’t change your mind?
Offering too many choices can be confusing for your client. You want your email newsletter to be focused. Limit offering choices if possible. And, if you must, keep them simple. Choice might sound great, but the old paradigm “Don’t make me think” is still true for many forms of online marketing.

Often choices presented in an email are false anyway.
Different versions of a product are presented, a low, middle and high-end option, each with its own call to action. You click and end up on the same landing page for all three options. Why not simplify it and present one very strong call to action?
An online bookstore found that category links and offers (thriller, romance, science fiction) worked better in most cases. It might just be that presenting extra (false) choices as equal lost email conversions and sales. Is this your silent conversion killer?