Degrees of Comparison + Subjective Evaluation leads to triggering of Discontent.
When they taught us in school, they possibly drew 3 inequal lines and told us - big, Bigger and BIGGEST. The seed of discontent was unknowingly planted at the concept development stage itself in our minds.
Everyone thence wanted to be biggest. Or tallest, fastest, richest ! The ultimate superlative.
What they did not tell us at that early stage is the connecting link between the three...Biggest cannot become so, directly. It is a route march. First, it has to become big, grow into becoming bigger and only then can become biggest. That is sustainable.
Any break in this pattern that air-drops you to the superlative directly is shortlived. A new superlative then has to emerge.