Buyers are smarter than ever because they can compare prices and read reviews...

https://rapid-wiki.win/index.php/Why_Do_I_Keep_Researching_the_Same_Purchase_for_Days%3F_The_Anatomy_of_Analysis_Paralysis

Buyers are smarter than ever because they can compare prices and read reviews while waiting for their coffee. They are terrified of making the wrong choice, so they scour the internet to find proof of value