If an option is perceived to be significantly better, then the decision can be made quickly.
Otherwise more study is required to decide which is better, or if they are actually indistinguishable.
It's the same reason why more trials of an experiment are required to reject the null hypothesis when the effect of the experimental variable is very weak. This is analogous to considering the options in your mind until you decide the difference between them is too small to matter. That takes time!
Sometimes after deep thought, you may decide one of them is actually better, but not by very much. Obviously you could argue that time is wasted for such a small benefit, but it's not a paradox.
Introductory statistics tells us we can never prove the null hypothesis; all we can do is reject or fail to reject it. In other words, you give up on the attempt only after deciding extended study is unlikely to reject it.