I think it's partially true and I definitely fall under the category that hates to sink hours into searching for the best YYY where YYY is a random $30 item.
But I don't necessarily want less choice, I just want something/someone I can trust. If I could just believe that the "amazon choice" was actually tested thoroughly and matched a quality standard I can get behind, then I'd happily get the "amazon choice" of most things.
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