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In this book Hans Urs von Balthasar makes a proposal and submits it to Christians for their consideration. A criterion is offered, and indeed a better one. Better than what? This use of the unrelated comparative is well known in the advertising world. 'Brand X washes whiter' whiter than what? To say more might lead to complications with other soap manufacturers. It would, moreover, be a tactical mistake in the art of salesmanship, because the unrelated comparative is more stimulating and evocative in its effect than the related comparative. And on this occasion something a little more evocative is what is required.
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