You might remember reading in Predictably Irrational that it turns out that when we are choosing between two or more very similar options, we tend NOT to take into account the consequences of not deciding. For example, in the parable of the donkey, the unfortunate creature is placed in the middle of two identical stacks of hay. Unable to decide which stack to go for, the donkey starves and dies.

In another example, a friend of mine spent three months choosing between two different cameras...