I like the coin example. In my experience the situation with clear choice is typical in small businesses. It often isn't worth honing the valuation models for projects very long when it is very improbably that the presumed second best choice would turn out to be the best.

I guess the author is used to working for bigger companies that do everything in larger scale and thus have generally more options to choose from. Nothing untrue in the chapter but this point could have been pointed out.