How do we know when something is better? When we have options, we tend to go with the better choice. Better is always comparative, departing from an assumed benchmark. It is most commonly encountered as the middle level of available alternatives: good – better – best. Good is the baseline, and better nearly always costs more than good. But the superlative, best, commands the highest price in return for its expected superior qualities. Culturally, better seems to represent the soft middle ground, with the promise of improvement or greater value.