Plus the scale bias differing vastly between people and cultures makes the data a mess. Like say or me a 5 means 100% perfect, Why discreet choice stuff is all the rage in the market research world. (unless that's changed in last few years)

Asking people "which of these 3 things you like best" vs. "rate these 3 things 1-5" will usually give you much more useful data, plus be easier for respondents.