Just came across this - The more similar two options are, the more difficult it is to decide between them, and the less consequential the decision becomes. A rational decider might find herself spending the most time on the least important decisions.
Philosopher Edward Fredkin writes, “The more equally attractive two alternatives seem, the harder it can be to choose between them — no matter that, to the same degree, the choice can only matter less.”
Philosopher Edward Fredkin writes, “The more equally attractive two alternatives seem, the harder it can be to choose between them — no matter that, to the same degree, the choice can only matter less.”