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The more equally attractive two alternatives seem, the harder it becomes to choose between them - this even though, to the same degree, the choice can only matter less.

This is due to the fact that our decision making methods tend to focus on the differences between the alternatives, and picking out which one seems to offer the greatest benefit. The closer to equal the alternatives are, the harder it is to determine which offers the greatest benefit, and our decision making machinery can get caught up in trying to analyze the alternatives more and more closely to try and discern the differences in benefit.

It is often easier in such circumstances to use alternative means to decide - such as the input from another person, or even a random method such as rolling a die or flipping a coin.