I ran out of toothpaste, so I have went to super market to buy a new one. Standing in front of the oral care aisle and I am confused. I don’t know which toothpaste should I buy. There are over thirty different kinds of toothpaste. I usually use Colgate, but even I ignore all other brands, there are still ten different kinds of Colgate toothpaste for me to choose. The product packaging is not very helpful. Other than I can tell the color and the taste of the toothpaste, I have no idea what those marketing jargon means or do they even have any meaning.

I try to read the fine prints on the toothpaste box and compare the difference in each of them. It turns out all toothpaste print the same boilerplate instruction on the box, it does not give me any useful information on the product itself. I can’t make up my mind when I don’t have any information to justify my decision. In the end, I resort to just looking at the price and buy the one that is on sale. If an average consumer like me can’t tell the difference among the products, what is the point for the toothpaste company making ten different kinds of toothpaste?