why you failed the taste test


If you have ever painted a room, you may have come to the conclusion that eggshell differs from alabaster only in its alphabetical distance from “white” – even as your spouse demands an opinion.

The modern marketplace asks us to make a lot of decisions like this — between the virtually indistinguishable and the nearly identical. One soap over another. One ketchup over another. One shade of lipstick, and so on. Does any of it really matter? The broader philosophical question aside, can any one of these choices — if made “correctly” — make us feel even slightly better off, slightly happier, than another?



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