[dmarble]

This reminds me of the results of a small study at University of Virginia on attraction. [1]

47 females were shown pictures of men at other schools (fabricated) and told each man was either not interested in them, quite interested, or their interest was unknown. To give a quick summary, "...women were more attracted to men when there was only a 50% chance that the men liked them the best than when there was a 100% chance that the men liked them the best."

I think humans are for the most part optimistic gamblers. We'd rather take a chance on something that has the potential to be something great than go for something that is a proven good. While many are logical enough to realize that such an impulse has its failings, we quickly go down the path of confirmation bias because we can't help but dwell on the unknown -- spending far too many brain cycles making up analysis trees and running through them. The known is too easy to file away.

[1] http://www.psychologytoday.com/blog/evolved-primate/201012/u...