Good points. I'd also argue that humans don't want to tax their decision making skills as it's often time consuming & exhausting. When you purchase a Coca-Cola

Good points. I'd also argue that humans don't want to tax their decision making skills as it's often time consuming & exhausting. When you purchase a Coca-Cola, the assumption is that you're purchasing dependability (taste, mouth feel, ingredients, packaging, etc). You have _no_ dependability trying a new product. Will the product taste similar to Coca-Cola? Is the product more affordable than Coca-Cola? Is the generic soda's ingredient list worse than Coca-Cola's? Is this product available at multiple retailers or am I now forced to purchase the generic soda from a specific retailer? How do I choose which retailer's generic soda to try? Now, move to the bread isle and start the process over! Clearly, this level of evaluation is taxing for a small purchase: bread, soda, chips, etc. However, most do take the time to evaluate large purchases: TVs, computers, homes, automobiles, etc. TLDR: There are times where analyzing costs more time than it does dollars.