I know this is a stupid random question. Sorry for that. But here's why I ask it: I go to the drugstore to buy shampoo. I go to the shampoo aisle. There are at least 40 different types of shampoo. Normally I just pick up Head and Shoulders but this time the sheer number of shampoo types shocked me. So, I stopped to think: why do I always pick up the same Head and Shoulders brand? I couldn't think of a reason other than mere "tradition". In fact a realized I had no idea what the difference between one shampoo brand to the next was. Sure all the different brands have their uniquely colored bottle and their unique advertisement claims about how fresh and clean and dandruff-free your hair will be, but who knows what the truth content of these claims are? So, I went home and tried to find a third party analysis of shampoo on the internet. As hard as I searched, I I couldn't find one. This really frustrated me because I hate to make random consumer decisions. I've noticed that a similar phenomenon occurs a lot when I go shopping recently, so let me ask the following question. How do you make selections amidst the sea of consumer products? How do you choose a product when there are many different brands competing for your attention and some of them may be better or safer or more effective than others but its hard to tell from the package when your not an expert in the study of that product?