This seems to happen anytime people are forced to make a choice from a limited number of options. Everything from sports, to politics, to consumer electronics of different types. I think it's because our brains are really good at comparing two or three things. It may even be that we have a sort of obsession with comparing things. We just can't help ourselves. When your available options expand though it becomes far more difficult to compare. The thrill of comparing two objects and reaching the correct conclusion is gone at that point. The stakes are also much lower. Few people are going to sit down and compare a dozen different things so even if we do make the wrong choice no one is going to notice.