What makes human a human? - I think the unfailing desire. Undoubtely the desire, whatever it may result in - good or bad.
Why is it so compelling to choose - why is one so adamant that something even marginally different is unacceptable. Is human mind so complex that a minute difference makes it reject stuff. May be yes. Otherwise there wouldn't have been a luxury sedan after Ford invented a simple four wheeler. Otherwise there wouldn't have been electronic thermometer after a mercury thermometer and so on.
But then there is always a customer who never says I am happy with the service. There are people who always complain about everything. What drives them - the compelling desire to have everything their way. Now comes the bouncer - hardly they ever know what they really desire. How do you deal with it? To be frank you can't! There is no algorithm, no heuristics, no statistics and even extrapolations fail. Worst thing is they can perceive which doesn't even exist. The cutlet is extra salty when it probably doesn't contain any! Dodge this.. 23 degrees on AC is too hot while 22 degrees makes them shiver. You can't reason with them and they can't explain you their choice or the sternness behind it. How do you deal with them let alone living with them?
There is an amazing adage by dramatist Vijay Tendulkar and I can't get enough of it. "Every character has his own logic. I let him live by it". It's downright simple, solid and yet so effectively answers the question. You let them live by their logic or rather ... lack of logic. Such behavior which defies all plausible algorithms makes them human.. makes them intriguing. When you zoom out and look at such eccentricities it's really exhilarating. So that's the human factor for you. Watch out for it, enjoy it and don't forget to bring out your own!