Inherently I believe it is the human ego that demands comparison with others along with the hope of proving superiority over others.
Everything is (measured) for comparison sake. We want to attend the "top" school, get letter grades instead of a P for pass or an F for fail. We want to travel "first class", own our jet, stay in "5 Star hotels", wine & dine at the best restaurants, receive the "VIP" treatment, get the best seats at the theatre or concert/sports venues, while others can only press their faces against the window.
Even when it comes to the various religions: "My god is the true god!" or "I live in the greatest country on earth." "We're #1!"
There is a need to believe one is better than others. The more exclusive the neighborhood or the membership is the more it is worshiped and admired. One guy has a 40,000 square foot home, the next guy has his own island and a private jet.
Equality = Parity which means "average" or "typical".
Deep down everyone wants to be recognized as being "unique" & "special"! This causes us to look for ways to differentiate ourselves.
Life isn't fair or equal and most people don't want it to be!