The conversation on nudging touched on this.
BEZOS: I don't want to delay the conversation but to take the shampoo example. Sometimes it is the right decision for people to buy the brand shampoo instead of the generic even if they are chemically identical. I know a lot about shampoo, you can tell.
THALER: You're using the wrong one.
MYHRVOLD: It's a very important personal decision that I make about my shampoo but the reason people buy a branded product because it's not worth it for them to do the research. A branded product reduces the cognitive load of making a purchasing decision. In a certain sense it's a very rational decision.