Gladwell's TED talk had a similar theme. In it he proposed when it comes to consumption, there is no "best of", but many "bests" to choose from. We add, standardized rankings are part of industrial / modernist mentality, a sign of a Taylorist mindset. From an earlier post:
In the early decades of [20th] century Taylor decided that there was one best (standard) way to perform each job, one best (standard) tool to perform it with, and a stipulated (standard) tune in which to complete it.In the postmodern world, choices are many.