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Why does having too many options make it harder to choose? | HowStuffWorks
https://science.howstuffworks.com/life/inside-the-mind/human-brain/choose-options.htm
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If you've ever dashed into the grocery store to pick up a tube of toothpaste, you've likely been stopped in your tracks by the sheer number of options available. So why does having more options make it so much harder to make the right choice?
