What can chutney tell us about personalisation & choice..?

The british have a rich habit of, and are famous for cooking bland food. On the continent however there is the habit of making rich sauces, fresh vegetable purees and tasty dishes. 

So does the british habit of adding chutneys allows a level of personalisation that can only be achieved through adding to a standard offer..? What could this tell us about additonal flavours customisation that we can add to standard services.

To use this analogy wider. What people mean when they say they don’t want choice might be “we want a basic service, and we want to flavour it with what we like”. At a time of wholesale public reform, this middle ground might just suit the british pallet..?