If you are offered two choices, A and B, and have to make a decision, how do you decide which to choose? By comparing characteristics of each. When there is o

If you are offered two choices, A and B, and have to make a decision, how do you decide which to choose? By comparing characteristics of each. When there is only one choice, it doesn't really matter what the characteristics of it are, and any information that might reflect negatively on it can be kept hidden from view. This is not just for the purpose of maximizing income streams. Two competing charities might attempt to raise money to accomplish the same goal, but one may have a far better approach and get far better results. Imagine if you were given a large scoop of a mushy substance labeled "FOOD". There were multiple vats of it behind a counter, but they all contained the same thing.