[jamesrom]

Nope. Making a simile with Buridan's ass is a strawman.

It's not that you wont be able to decide (yes, that would be ridiculous). It's that you will be less satisfied with the choice you make because it's harder for your to quantify the opportunity cost given so many alternatives.

[vukmir]

From the article: you’re standing before a towering aisle of water bottles, paralysed and increasingly dehydrated, unable to choose looks like the definition of Buridan's ass to me.

I'm familiar with the Schwartz's paradox of choice, but the author is pushing it too far. Does anyone really agonize over trivial choices such as which bottle of water to buy? Is anyone really getting dehydrated and unable to chose among many alternatives? Does anyone even considers opportunity cost when making such trivial choices?

My problem is not with the paradox of choice, my problem is with the author's trivialization of it.

[JoeAltmaier]

I agonize because there are so many worthless options I will definitely not choose. I'm looking for any acceptable option - no chemical 'flavors'; no fancy bottle making it cost $$$. It takes time to winnow any wheat at all from the endless chaff.

I found a $0.79 bottle at my local quick stop, that actually fit in my bicycle water bottle holder for my lunchtime ride. Then, of course, the quick stop closed and was torn down. Woe is me.