Here is a weird thing about choice. Imagine you have three buttons, pressing them gives the following random pay-outs : A → $10-20, B → $12-22, C → $9-14. You can press a total of 100 hundred times and you want to maximise your pay-out. The dominant strategy would be to press a number of times (stats nerds can figure it out exactly), say, 6 times on each, get the averages, and then keep pressing on the one that yields the most. Both computers and humans act the same way here. However, introduce an additional rule: after not pressing a button for 10 presses, it disappears. What would you do? Rationally, you should proceed the same way. After all, after your first 24 rounds, you stopped exploring and start exploiting. However, people don’t like disappearing options and will waste their precious presses on lower-yielding buttons. That’s what people do in dating, cofounder, job, shopping search, etc. People love to hedge their bets. However, you need to know when to make the switch and let low-yield options fade, even if it feels bad to have fewer options.