You discover a 3rd fruit stand. The apples aren't great either, but could be preferable considering the alternatives. You try to convince your neighbors that if they won't accept no apples as a solution, at least look at this other one. Most won't even look. They've already tied their choice to their personal identity and can't handle the mental load of changing their mind. The few that look might even admit the apples look better. But they know if they vote that way then it pulls support away from the "less bad" of the first two. Then the worst will certainly win. People from both sides of the fruit debate will believe this. When one fruit stand takes a majority, the supporters of the other will look at the third stand and blame its existence for their loss. Are there really winners here?