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Comparison changes the value of things...
When you go to the grocery store and desire a bottle of wine, your confronted with some basic comparisons. The wine on the top shelf is the most expensive (sometimes it's even under lock and key), the wine on the lowest shelf is the cheapest and the wine on the middle shelf is moderately priced - in comparison only.
Most people don't want the most expensive, most people don't want the least expensive, so most people will opt for the item in the middle regardless of it's price, because in comparison it's the best choice.
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