The concept highlighted in Michael Lewis's "The Undoing Project" emphasizes that context plays a crucial role in how we perceive and compare two things. By altering the environment or circumstances surrounding a comparison, we can obscure certain characteristics while amplifying others. This principle reflects how our judgments are often influenced by the framing of information rather than the inherent qualities of the subjects being compared.

This insight reveals a deeper understanding of human decision-making processes, showing that our evaluations are not always rational but heavily conditioned by external presentation. Understanding this can lead to more informed and conscious choices, as recognizing the impact of context could lead to a more nuanced view of our comparisons and ultimately, our decisions.