the paradox of choice, note to self.
In a world with unlimited choice how do you know you have the best?
Well, you have to examine all the possiblites but there are too many in reality, so you examine a few, and just have to just pick one. Then you are convinced or have the feeling you should keep looking for something better because you're afraid you didn't pick the best.. but if you are out looking for 'good enough' you find something that meets your standards and you dont look back, and in general you are much more satisfied with your choices.