This article originally appeared in the Consumer Guide magazine and focuses on product comparisons that appear on the Internet. This article was created as a gentle reminder to consumers that comparisons are used all the time in marketing and advertising. Its main focus is to remind people that when a product is compared to another product, the one being compared to is the superior product. The one doing the comparing is inferior and the comparison is being made in an attempt to elevate the inferior product to that the level of the superior product.