Think of life like an auction. Hmm. There are many things up for bids. Everybody wants them because after all, one thing is free. But an auction, the item goes to the highest bid. Oh shit. So that means the winner has to pay more than everyone else is willing. To pay that means that every other person who wanted that thing felt like the particular item wasn't worth the cost required to get it maybe they were right, maybe they were wrong but that's how options work the item doesn't go to the better person or nicest person or the coolest person or the richest person bad to the person who was willing to pay more than everyone else