Paradox of Choice. Too little is too constrained; too much is too uncertain.
On a rating scale, you want an odd number, like Johnny says, so that you can have a middle number for people who don't think it's bad, but don't think it's good either.
You don't want a large number; ten is too large of a range. You don't want to a small number; three is too short. 5-7 is best, and 5 fits better visually. Most systems will average ratings into half-values, too.
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