You're rationally thinking about this, not the impulsive state someone will be in when impulse buying (where math rarely occurs, if ever). Visually showing alt

You're rationally thinking about this, not the impulsive state someone will be in when impulse buying (where math rarely occurs, if ever). Visually showing alternatives to the impulse buyer adds friction between the user & the purchase, and when compared to the original seamless shopping experience, that's enough to slow down impulse purchases.