There's an important qualifier here, which is that the tools in question have to be nearly as good as each other, for their user's arbitrary decision making to

There's an important qualifier here, which is that the tools in question have to be nearly as good as each other, for their user's arbitrary decision making to become more important than the actual differences themselves. I.e. as long as the bikes have two wheels etc, you will choose the one that makes you feel good.