The trap of insightful selection

“Which one do you want?”

There were 100 quarts of strawberries at the farmer’s market yesterday. In answer to the farmer’s question, the person ahead of me in line spent a full minute looking them all over before picking one.

The thing is: 90% of the strawberries in a quart are hidden from view. They’re beneath the top layer. There’s no strategy to tell which quart is better than the other, unless you (erroneously) believe that the top layer is an accurate indicator of what lies below. – Seth Godin

Great example of an interaction I would find silly without quite being able to succinctly put my finger on why. I’m not sure I buy the analogies drawn from the story, but it struck a cord.