The term challenge is c. 1200, "to rebuke," from Old French chalongier "complain, protest; haggle, quibble," from Vulgar Latin calumniare "to accuse falsely," from Latin calumniari "to accuse falsely, misrepresent, slander," from calumnia "trickery."
Are customers too busy, too well informed, and have too many options? Busy is an overused term. We are all more informed with many options. How do we break away from the clutter? Teach the customer. Tailor your solution to the customer. Take control of the situation. Challenge and change the customer.
Challenge situations, inform to reduce clutter, focus on the goal