Deciding when to stop overthinking is also a rational process. Some choices truly don't matter, or not matter enough to spend time and energy on them. If consu

Deciding when to stop overthinking is also a rational process. Some choices truly don't matter, or not matter enough to spend time and energy on them. If consumer ethics is important to you then it obviously warrants some deliberation, weighted by an upper bound of your potential impact. But identifying areas of meaningless choice and simply choosing randomly (and not even caring if the choice is sufficiently random) frees up a lot of mental energy.