Can the marketing concept reach a point of diminishing returns?

There is a point where the marketing concept reaches a point of diminishing returns. Marketers try so hard to reach a broad range of people to satisfy their needs/wants but this only creates too many options for the consumers. If there were fewer options they could be of better quality and the consumer would be sure of their purchase, instead there are so many options and marketers are pushing to sell their products when it may not be what the consumer needs/wants.

 Marketers focus so much on selling their products they may be able to talk their way into a sale because the consumer is unsure of what they need/want. Marketing focuses on distinguishing products from competitors and focuses on the customer so who ever creates this illusion best will earn the sale over their competitors.

The proliferation of product choices may seem indicative of successful implementation of the marketing concept to some, but I do not agree. Yes each marketer has their own set of organizational goals they need to achieve by satisfying the customers needs/wants but they can do so in a way so the customer can clearly chose between organizations depending on what they stand for and what they need/want. 

Do you think this is a cut and dry subject or can it be possible that the many options confuse the customers but shows the successful implementation of the marketing concept?