Abstract: Upon selection of an item, several acquisition options may be available for a user to acquire that item. The attributes of these options vary based on price, delivery speed, and so forth. Differences between a reference option and other options are determined. These differences are used to determine a caption identifier. Caption output data is determined based the caption identifier and presented within a user interface with a corresponding control. The control allows the user to acquire the item using the corresponding option. The caption provides the user with a concise and clear reason as to why a particular option is beneficial to the user. For example, a “Willing to wait?” caption shows an acquisition option for which the item is available at lower cost but longer delivery time than the reference option. Services may obtain the caption output from a caption generator using an application programming interface (API).