If you ever go bar hopping, who do you want to take with you? You want a slightly uglier version of yourself. Similar … but slightly uglier.

Using a deliberately crude, comic example, Ariely points to a self-interested logic that can hide inside seemingly friendly choices. The “slightly uglier version of yourself” is a companion who is similar enough to validate your identity and preferences, but inferior on a salient dimension so that you look better by comparison. The line illustrates a broader behavioral-economics theme: people often evaluate options relatively rather than absolutely, and they may (consciously or not) structure social situations to improve their perceived standing. It also hints at how “decoys” and comparison points can shape decisions in markets and relationships.