Why too much choice is stressing us out
I agree. The other day, I stood in the supermarket contemplating the 20 different types of Colgate toothpaste.<p>Did I want Whitening? No. Sensitive Teeth? No. Those were easy choices. What about the Anti-Cavity version? Now that sounds good. But, but I also have some gum disease, so perhaps Gum Care is the right choice? But what about the formulation that promised Harder Teeth?<p>Perhaps I should just get Colgate Total. But does Total have as much anti-cavity stuff as the Anti-Cavity variant? does it have as much as much gum care stuff as the Gum Care variant? It costs the same as both, so maybe its kind of a bit of everything and not as good as anything.<p>In the end I bought Aquafresh. In the old days I thought that Total was the best I could get - now I'm not so sure.