Fredkin's Paradox states that "The more equally attractive two alternatives seem, the harder it can be to choose between them—no matter that, to the same degree, the choice can only matter less."
If you had two really different options, it'd be easy to choose between them. But when they are similar, choosing becomes difficult. However, if the two options really are similar, it shouldn't matter too much which you choose, just go with one. The impact of choosing one over the other will be so small that any more time spent analyzing is time wasted.
Because of Fredkin's Paradox, we spend the most time on the least important decisions.