The human brain is pretty bad at choosing between options, especially multi-criteria ones. I entered dell.com with the idea of buying a desktop computer. I hadn’t thought much about the anti-virus option, but knew not to be lured by Dell’s cross-sell and up-sell tactics (I know how retailers work, after all). And yet, the lure overcame me. Guess which option I picked?
I bet the dell.com team knew my choice long before I reached the page.