You're completely right. There's good evidence to show that customers are actually less satisfied after comparison shopping to that extent. http://www.scielo.c

You're completely right. There's good evidence to show that customers are actually less satisfied after comparison shopping to that extent. http://www.scielo.cl/pdf/jtaer/v4n3/art08.pdf http://www.scielo.cl/pdf/jtaer/v4n3/art08.pdf http://www.ted.com/talks/barry_schwartz_on_the_paradox_of_choice.html http://www.ted.com/talks/barry_schwartz_on_the_paradox_of_ch... It should also stand to reason that the opportunity cost behind researching the best is absurd.