Amazon Key Is a Lot Less Scary Than My Post-1-Click Remorse

Excerpt from this article:

Buyer’s remorse is as old as capitalism, but online buyer’s remorse is the essence of the 21st century and endlessly refreshed. As internet shopping continues to creep into our lives, most recently with the potentially unsettling arrival of Amazon Key (speaking of sliding doors), consumers may feel regret more acutely than they do with traditional retail.

Those cookie-based ads and targeted emails reminding you of other possibilities reinforce the paradox of choice, the oft-cited theory of Barry Schwartz, the psychologist, that increased options leave us more dissatisfied.