You see the same thing with travel lodging. In the past, you'd maybe have a few hotel/B&B names. Maybe some recommendations from friends or Lonely Planet. (Or, maybe going back a little further, just tell your travel agent to just book something.)

Today, it's really easy to go down a rabbit hole finding the best/best value/etc. place complete with lots of squinting at reviews to see if they're for real and/or have the same criteria you do.

I mostly don't sweat it too much but it's easy to do so.