Back in the 80’s, I was able to participate in a Pepsi Challenge. It was quite simple, you sipped two colas and chose your favorite. For the non-cola drinkers, there was a serious conundrum. How do you choose one over the other? What makes one better than the other? What do I like about Cola A versus Cola B? How do you make such an important choice on the spot? For most people, the choice was to go with the familiar or do a quick mental check and just go for it.