I don’t cut my own hair. I can’t change my own engine oil. At the grocery store, I always pick Tide and Skippy, even though the generic brand is probably cheaper and just as good. “Well, that’s dumb,” you say. “Don’t you know you could save a lot of money?”, you say. But that isn’t the point. Sure, my haircut is simple. I could buy some hair clippers, and I’d love to save a trip to the dealership every year. But there are people who are professionals at cutting hair and fixing cars, and I wouldn’t trust them to program their own computers. So why should they trust me to evaluate different brands of peanut butter? Fortunately, they’ve made the choice really simple, even for amateurs like me. In fact, everyone relies on modern convenience to some extent. Even if you… more →