We have this sense that there is an objective best, and in virtually no area of life is that true. It’s not even that, “Well, there’s the best for me, and then there’s the best for you.” It isn’t even clear that there is a best for me. There’s a whole set of things that are probably more or less equivalent.
If you have this mindset that says, “I have to get the best,” it’s so hard to figure out what that is that you end up looking in panic around you at what other people are choosing as a way to help you figure out what is the best. I think it’s partly because they are struggling to define the best, and they can’t do it on their own, so they’re madly checking out other people’s decisions as a way of figuring out what really is the best. It’s extremely destructive.
Barry Schwartz quoted in Vox