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The journey into the world of the comparison chart is an exploration of how we structure thought, rationalize choice, and ultimately, seek to master the overwhelming complexity of the modern world. That paper object was a universe unto itself, a curated paradise with a distinct beginning, middle, and end. It allows the user to move beyond being a passive consumer of a pre-packaged story and to become an active explorer of the data. The social media graphics were a riot of neon colors and bubbly illustrations. But perhaps its value lies not in its potential for existence, but in the very act of striving for it. And yet, even this complex breakdown is a comforting fiction, for it only includes the costs that the company itself has had to pay.