Consumer is a type of User. User is derived from Use. Use is a synonym of Advantage. 
Uncle is related to Relation. Relation is related to Tie. Tie is a type of Competition. Competition is a synonym of Rival. 
Consumer --IsA--> User --DerivedFrom--> Use <--Synonym--> Advantage 
Uncle <--RelatedTo--> Relation <--RelatedTo--> Tie --IsA--> Competition <--Synonym--> Rival 