When I was away on vacation a few years ago in a tiny seaside town on the Oregon coast, I went into the small local grocery store to buy some ingredients for dinner. When it came to buying wine, they had about a dozen options. What I got wasn’t very good, but I didn’t expect to be able to get something very good, and so I was satisfied with what I got. If instead I’d been shopping in a store that offered hundreds—even thousands—of options, my expectations would have been a good deal higher. Had I ended up choosing a bottle of wine of the same quality as the one that satisfied me in Oregon, I’d
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