Type 'air conditioner' into a large marketplace and most of the first page is not air conditioning. You get tower fans, USB desk fans, evaporative 'air coolers', and water-tank 'mini coolers' that simply blow air over a wet pad. None of them can pull the temperature of a closed room below the outside air, because none of them has a refrigerant compressor. They sit in the same search results, use the same blue-and-white packaging, and quote a low price, so they look like the affordable option.
On top of the mislabelling, the spec sheets are written to confuse. Cooling is quoted in BTU on one listing and kW on the next, efficiency hides behind SEER, SCOP and EER, noise is sometimes omitted entirely, and the EU energy class (A to G) is buried in an image. Two units that look identical can differ by half their running cost. Without a common scale, you cannot tell a strong, quiet, efficient machine from a loud, thirsty one.
The final trap is installation. Many buyers assume any AC is plug-and-play. A portable monobloc is, but a split or multi-split is a permanent installation: it needs a certified F-gas technician, a hole drilled through the wall, an outdoor unit, and in most apartments and rentals the written permission of the landlord or building association. People discover this only after the box arrives. compare.ac exists to surface all three problems before you buy.