The Obama adminstration's CFPB proposal took a lot of flak (and almost cratered) because of the inclusion of the "plain vanilla" provision (from the work of Profs. Michael Barr, Sendhil Mullainathan, and Eldar Shafir), which would have required financial service providers that offered "alternative" products to also offer borrowers "standard" plain vanilla products. The typical example given was that if a lender offered a payment option ARM, it would also have to offer a 30-year fixed rate mortgage.