Some fun observations when I was opening up Wi-Fi service at my apartment.
The Independence of Irrelevant Alternatives (IIA) assumption states that, adding or removing an extra option (an “irrelevant alternative”) should not change the relative preference between existing options.
Xfinity’s marketing team strongly disagrees:
(Chicago, Sept. 2025)
The 45USD plan is dominated by the 40USD plan. But according to the representative at the store, >90% choose the 40USD plan. How much of these are thanks to the stupid 45USD plan just being in the middle?
Perhaps, well, that the 45USD plan isn’t invaluable and stupid at all.