1. A method of creating an automated interactive product comparison guide for providing customers with comparisons between a plurality of products in a class, each product having a plurality of features, comprising the steps of: a) developing a set of features that apply to the products in the class; b) developing groupings of these features, which serve to organize them thematically, and which groupings can themselves be viewed as features; c) developing a scoring function for each feature, which is used to rank different products based on their values of that feature; d) developing text snippets for each feature, the snippets being phrases to be used when describing or referring to particular product features; e) developing user profiles, the profiles being collections of values of features that are considered to be suitable for different types of users of the product class, and which can serve to help users of the product guide narrow down their product preferences quickly; f) developing snippets for each user profile, the snippets being phrases to be used when describing or referring to particular user profiles.