From the article: you’re standing before a towering aisle of water bottles, paralysed and increasingly dehydrated, unable to choose looks like the definition of Buridan's ass to me.

I'm familiar with the Schwartz's paradox of choice, but the author is pushing it too far. Does anyone really agonize over trivial choices such as which bottle of water to buy? Is anyone really getting dehydrated and unable to chose among many alternatives? Does anyone even considers opportunity cost when making such trivial choices?

My problem is not with the paradox of choice, my problem is with the author's trivialization of it.