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Reader question: Please explain “the great leveler” and this sentence: “Retailers will have to adjust to the web, the great leveler.” My comments: That means retailers will have to learn to compete with one another online, in e-shopping on the web. On the web, there’s equal opportunity for all. Online, there’s a level playing field. Everybody is equal. Hence, the web is called the great leveler. Or leveller in British English, as the leveler is British in origin. A leveler is something that literally makes a surface flat, even and smooth. In soccer, for example, a leveler refers to the goal that ties the score. “A sublime second-half free-kick from striker David Villa gave Barca the lead until the dying minutes when Milan got the leveler.” That’s Suite101.com (September 13, 2011) reporting on Barcelona’s 2-2 draw with AC Milan in UEFA Champions League action. The leveller there referred to the last, or fourth goal of the match, which LEVELLED the score. In politics, levelers sometimes refer to people who advocate equality, equal rights for all. Anyways, a leveler is something in front of which everyone seems equal. Illness, for instance, is a great leveler. People who don’t take good care of themselves often get ill, whether they are rich or poor, no matter. Death, of course, is another great leveler. In fact, it’s the ultimate leveler. Death takes no prisoners and doesn’t play favorites. Young, old, rich, poor, black, white, no matter. | 
