Why do people hate comparisons when nearly everything is somehow measured by something else?

Some people, maybe many, hate comparison because they feel it holds something up to judgment. No matter what it is something is always held up to comparison and that lends on to judge between what is being compared. One moves to another home, what is finally chosen is measured next to the other alternatives, then scrutinized by cost and the one that is the best for the buck usually wins. One does the same with jobs, vehicles, watches, etc. People even do it with people, especially one they want a future with; they have to make a judgment on the physical attributes, character, personality and such of that person; In short, a form of judging. When comparison involves judging (and it usually does), why do people hate comparisons or live in self-denial that they do it?