I agree with your point, but would add the nuance of "how much do you actually care?". Humans use heuristics (aka rules of thumb) to answer questions that don't

I agree with your point, but would add the nuance of "how much do you actually care?". Humans use heuristics (aka rules of thumb) to answer questions that don't really matter as much, ex "what should I drink". Coke has become that rule of thumb, you don't want to spend extra bandwidth thinking of an inconsequential decision. This is NOT true for questions where there is a bigger consequence. I feel one is much more rational in those decisions (you carefully consider multiple choices when purchasing a phone, car, etc.) This means there is a greater opportunity of disruption because your brand, while still very important, is not the main differentiation anymore and is not the "rule of thumb".