Do you actually enjoy the sensation of having forty-two tabs open, or are you just terrified that the moment you close one, you’ll lose the thin thread of “informed” logic that justifies your next purchase? It is the question we are all afraid to ask ourselves because the answer suggests we aren’t nearly as smart as we pretend to be.
The “informed logic” trap of modern digital consumption.
We like to think of ourselves as discerning researchers, digital-age hunters who track the best value across a dozen domains before striking. In reality, most of us are just tired. We are exhausted by the sheer volume of choices, and yet, the entire consumer industry-from high-end electronics to the humble world of vapor products-is doubling down on a version of you that doesn’t actually exist.
This person, the “Idealized Rational Buyer,” is a mythical creature. He lives in a world where time is infinite and mental bandwidth is a renewable resource. He reads every spec sheet. He compares the milliamp-hours of every battery. He cross-references third-party reviews with manufacturer claims and builds a weighted decision matrix in his head before he even thinks about reaching for his