1. A voting server comprising: a voting application to receive an indication of an item of interest to a customer, and generate an item page that enables a customer to compare the item of interest and an additional item with respect to a subjective attribute that is unrelated to objectively measurable characteristics of each item, based at least on one or more preferences indicated by at least one other customer, the item page including a voting section that comprises: a first button corresponding to the item of interest that enables a customer to indicate preference for the item of interest; a second button corresponding to the additional item of interest that enables the customer to indicate preference for the additional item of interest; and a third button for the customer to provide an input to decline to provide a preference indication, and wherein the voting application is further to present, in response to customer input via the third button, a new item on the item page for ranking with respect to the item of interest by the customer, and to update the second button to correspond to the new item.