When the options are few, we can be happy with what we choose since we are confident that it is the best possible choice for us. When the options are practically infinite, though, we believe that the perfect choice for us must be out there somewhere and that its our responsibility to find it. Choosing can become a lose-lose situation: if we make a choice quickly without fully exploring the available options, well regret potentially missing out on something better; if we do exhaustively consider all the options, well expend more effort (which wont necessarily increase the quality of our final choice), and if we discover other good options, we may regret that we cant choose them all.

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