Fredkin's paradox: The more equally attractive two alternatives seem, the harder it can be to choose between them -- no matter that, to the same degree, the choice can only matter less.

McNamara Fallacy: The first step is to measure whatever can be easily measured. This is OK as far as it goes. The second step is to disregard that which can't be easily measured or to give it an arbitrary quantitative value. This is artificial and misleading. The third step is to presume that what can't be measured easily really isn't important. This is blindness. The fourth step is to say that what can't be easily measured really doesn't exist. This is suicide.