A method and apparatus to compare a control article against a test article to support a product or service is disclosed. A client indicates a selection of the test article to be compared with the control article. The articles are fed to multiple end users in response to requests from the end users. The requests or responses are tracked to determine whether the control article or test article has more negative or positive responses. The control article may then be replaced with the test article as a primary article to support the product or service if the test article has a predetermined amount of positive or negative responses when compared with the control article to increase efficiency in supporting the product or service.