It's competitive. I have a relative who sees everything as a competition (and she's a terrible snob).
Everything she has or does is better, superior, posher, more valuable etc.
E.g. her children, house, holidays, marriage, grandchildren, career, achievements - in fact, everything - is/are so much better/shinier/brighter than mine!
I can have great fun, now, by 'replying' for her first:
'I got it from John Lewis, but I'm sure you can buy them in Harrods.'
'She won silver - I bet yours would win gold.'
'PhD, but I know you'd do better'
'Three orgasms, you'd have had ten!'