There are some situations in which a lot of thought it required. Research, comparative or not, plus much contemplation and assessment---like if you're going to buy a BMW, or a Nook, or even Crocs online.
But other decisions don't require much thought. A comforter for your new apartment...a vegetable peeler...a room fan. Just buy it already. Don't listen to raving customers, or ones who bash the very existence of the product. Do you like how it looks? Is it well-priced? Does it say it'll do what you want? Good. Buy it, dammit.
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