Ultimate is a type of Software. Software is related to Patch. Patch is related to Bit. 
Consumer is a synonym of Customer. Customer is related to Buyer. Buyer is the opposite of Merchant. 
Ultimate --IsA--> Software <--RelatedTo--> Patch <--RelatedTo--> Bit 
Consumer <--Synonym--> Customer <--RelatedTo--> Buyer <--Antonym--> Merchant 