I don't think it's mechanically the same, or that there's a value-of-magazine-subscriptions equivalent to double opponent cells in the visual cortex, but I think the two processes are conceptually solutions to the same problem.

The general problem is trying to pick out salient features from what's currently in the attention without being distracted by the macro-level problem of how what's currently in the attention differs from everything else.

So in color vision, that's something like determining what parts of a field are redder or greener than others without being distracted by the entire field being redder than usual because it's sunset. In purchasing, it's something like deciding which of two meals is better value than another without being distracted by the whole menu being more expensive than normal because it's a fancy restaurant.