Examples of this bias are easy to find. A professional-grade camera may seem underwhelming to the National Geographic photographers who purchase it, as they’re accustomed to top-tier equipment. In contrast, a lower-quality camera might delight amateur users. The same distortion applies when comparing Michelin-starred restaurants with fast food chains, business class with economy flights, or five-star hotels with budget motels. Because the consumers for these goods come from distinct segments, comparing their ratings results in an “apples and oranges” dilemma, misleading future buyers.