Life is full of choices we are told, some of which are popular and some that are unpopular. These are not necessarily choices as it is likely you will pick the nicer, safer, easier one. Not even politicians choose the unpopular choices nowadays because elections and power.
So it’s not a case of choosing heads or tails, it’s head and if you force me into it tails. Yet there are plenty of events where a decision needs to be made, and sometimes the options are pretty unpalatable.