A friend has a theory (he may have stolen it from somewhere else), that you only get so many decisions in life and not to be bogged down with them. He almost always buys what he needs pretty quickly.
I'm like most of you, sadly. Very jealous of those who don't get themselves wrapped up in the nonsense that x is better than y marketing.
IIRC there is a psychological thing that has been noted, that these days the number of choices people have to make every day is far higher than it used to be, and every one no matter how small can add up in terms of unconscious stress for a lot of people, to the point where people will get stuck on or snap violently over really minor things because they've hit a tipping point.
I think one example I saw was how even just getting to work can be stressful because you're trying to work out the route, making dozens of decisions in regards to how you get there (if not hundreds if you're driving), and potentially worrying about the traffic and if you made the right choice on that last turn etc, and that's before you get into work where you might be making hundreds of fairly important decisions, then things like choosing what to eat and where so you can balance getting something you like and having time to eat it comfortably and that's before any really major personal decisions, so by the time you get home and start looking at stuff to buy for yourself you're already basically tired from making decisions.
Basically 100 years ago you simply didn't have much choice about a lot of things, especially where you worked, how you got there, and food, clothing etc so things were easier in terms of making routine choices.
Even just 25 years ago I remember if I wanted a TV I had basically the choice of size, brand and where I bought it (and if you ruled out say Dixons it automatically ruled out some brands and sizes), these days if I want a 32" TV I've got 100+ brands (some I'll never had heard of before) and often multiple models in that size from the same brand.
Personally I'll spend hours trying to decide about buying something for a tenner, then buy a £100+ model kit or limited edition blu-ray without thinking much about it if i've got the cash on hand.