Ike Morgan coined this term to us years ago.  I can't tell you how many times we have used or passed the wisdom on to others.  We recently returned from a big buying trip across the Northeast and back.  Howard's in Massachusetts is one of the big examples of how it works.  The choices are many and for a Texan and a 10.99 fresh lobster roll ! Seriously!  So, next time you can't decide which thing to order or which item to buy...get them all.  Treat yourself - don't cheat yourself.