Are there too many toothpastes?

The number of toothpaste varieties on the shelves of U.S. grocery stores has dropped considerably after makers became concerned about confused customers, according to an article in the Wall Street Journal.

Indeed, manufacturers introduced 69 new dentifrices in 2010, a significant decline from more than a hundred in 2007, according to the Wall Street Journal, with companies taking a "less is better" approach to reduce consumer confusion.

But this trend has alarmed comedian Steven Colbert. "In 2008, there were 412 varieties of toothpaste available to Americans," Colbert said in the opening segment of his TV show, "The Colbert Report," on February 24. "That number has plummeted to 352. Yes! There are now fewer types of toothpaste than there are days of the year. This infringes upon my right to brush each of my 32 teeth with their own individual toothpaste according to its unique needs."

Colbert wrapped up the segment with an "In Mouthmoriam" clip of discontinued toothpaste varieties, including Colgate Sparkling White Caribbean Cool and Colgate Bubble Fruit Flavor Shrek.