If you're anything like me, this scenario may be somewhat familiar: You're standing in the aisle of your local supermarket, or Walgreens, and you're looking to buy a particular type of product, be it peanut butter or shaving cream or shampoo, yet you don't have any particular allegiance to one brand over another. Confronted with the often overwhelming abundance of choice, you may hold the product up to the light or quickly read the back label, hoping some divine intervention will guide you to the right choice. In the end, you probably make a choice based on appearance, brand familiarity, or something you read somewhere once. (When, really, you have no idea what the difference is between Scope and Listerine, other than minty-ness.)