> Everything comes in non-packets? From an untrusted brand?

Close; bulk ingredients and reusable containers, from a minimally branded supplier to which I have no loyalty.

Even Amazon have their own "Amazon Basics" brand. When it comes to paper towels you really don't need a brand sponsored button.

I’d like an AmazonBasics button.

Depends on your present. I like to make a choice before buying things. Especially coffee.

So then you don't get the coffee button. There are a set of products where selection isn't important or where you have brand loyalty (detergent is an excellent example).

That sounds exhausting. I need my decision-making-juice[0] for more important things.

[0] http://en.wikipedia.org/wiki/Ego_depletion#Consumer_behavior

Interesting link. Suggests that presenting unnecessary choice leads to passive behaviour. I'm thinking of active choices rather than seeing a row of a dozen different identical kitchen towel brands at the supermarket. Like, what are the ethical standards of this shop, how does it treat it's suppliers, does it exploit it's workforce etc.

Every decision is important, and every time it is automated for the sake of convenience is a little bit of disenfranchisement.

Again, it depends what you consider important. Purchasing decisions arguably dictate much transnational economic concerns. For example palm oil, the fair trade movement. As a global citizen I would say that was well spent decision juice.

I'm sitting higher up on my high horse than I started, but discussions tend to polarise / crystallize views!