A personal take: Sometimes, if you cannot make up your mind about something, i.e. Should i order fish or beef? Should I get the Toyoto or the Kia? And etc., the answer is actually "none of the above", you need to look further.
Perhaps this is where this whole field of research is right now...?
It appears so, at least from this article.
Wow!
This merits some thought.
Yep.