But one point it makes is that whenever you're choosing one thing, you're choosing not to do other things, and those other things may have lots of attractive features, and it's going to make what you're doing less attractive.
Ali što je važnije, ističe da kad god izabirete jednu stvar, izabirete da ne želite druge stvari. A te druge stvari mogu imati dovoljno privlačnih značajki, tako da će vama vaš izbor biti manje privlačan. Treće: eskalacija očekivanja.