PLANT CITY, FL–Looking for relief for her dry, chapped lips, Walgreens shopper Danielle Liddle was paralyzed with indecision Monday upon confronting the store's vast, intimidating array of lip balms. "I just wanted some simple lip balm, and there was this entire wall," Liddle said. "Blistex, Carmex, Chap Stick, Bonne Bell Lip Smackers, Vaseline Lip Therapy, Burt's Beeswax–I didn't even know how to begin the selection process." After nearly 30 minutes of browsing, Liddle narrowed her choices down to Blistex mint, Walgreens cherry medicated, and Chap Stick Ultra SPF 30.