feat(editorial): catchy customer-hook science copy + generic-category comparison tables

Scientific Studies now lead with a customer-relevant outcome (matching how Heights,
Ritual, Nothing Fishy hook attention) before weaving in the PMID citation —
not the academic 'one of the most-studied supplements...' framing. Comparison
tables drop named brands ('Vitabiotics Immunace Fizz', 'Feel') and use generic
category labels ('Standard multivitamins', 'Bovine collagen brands') the way
Grüns, Elavate, Hunter & Gather, and Nothing Fishy actually structure theirs.
Per-SKU comparisonDraft curated in pilot-skus.json with rows derived from JV
product DB + 15-brand competitor section extracts + EFSA register.

Co-Authored-By: Claude Opus 4.7 (1M context) <noreply@anthropic.com>

scripts/generate-pilot-content.ts

@@ -71,6 +71,15 @@ type ScientificStudyDraft = {
   efsaCitation?: EfsaCitation
   complianceNotes?: string
 }
+type CuratedCompareCol = { name: string; is_us?: boolean; accent_colour?: string }
+type CuratedCompareRow = { feature: string; us: string; competitor_values?: string[] }
+type ComparisonDraft = {
+  section_title?: string
+  subtitle?: string
+  columns?: CuratedCompareCol[]
+  rows?: CuratedCompareRow[]
+  complianceNotes?: string
+}
 type Pilot = {
   sku: string
   name: string
@@ -80,6 +89,7 @@ type Pilot = {
   phases: string[]
   productSpecificFaqs?: PilotFaq[]
   scientificStudyDraft?: ScientificStudyDraft
+  comparisonDraft?: ComparisonDraft
 }
 // Structured citation surface — what the dashboard renders. Every claim,
 // stat tile, and supporting line resolves to one of these. Never a file path.
@@ -542,6 +552,78 @@ function generateTimelineBlock(skuInfo: Pilot, claimsEv: ClaimsEvidence | null,
 // ============================================================================
 function generateComparisonTable(skuInfo: Pilot, cc: CompetitorComparison | null, productTruth: ProductTruth | null) {
   const truth = productTruth || {}
+
+  // ====================================================================
+  // TIER 0 — hand-curated comparisonDraft from pilot-skus.json
+  // Column names are GENERIC CATEGORIES — never specific brand names —
+  // matching how elite competitor brands actually structure their
+  // comparison tables (Grüns, Nothing Fishy, Elavate, Hunter & Gather).
+  // ====================================================================
+  const cdraft = skuInfo.comparisonDraft
+  if (cdraft && Array.isArray(cdraft.columns) && cdraft.columns.length > 0 && Array.isArray(cdraft.rows) && cdraft.rows.length > 0) {
+    const columns = cdraft.columns.map((c, i) => ({
+      handle: i === 0 ? 'column-jv' : `column-${slug(c.name)}`,
+      name: c.name,
+      is_us: Boolean(c.is_us),
+      accent_colour: c.accent_colour || (c.is_us ? '#5C6B4A' : '#9aa0a6'),
+      image: ''
+    }))
+    const rows = cdraft.rows.map((r, i) => {
+      const values: Record<string, { mark: string; value: string; note: string }> = {
+        '0': { mark: 'text', value: r.us || '', note: '' }
+      }
+      const competitorVals = r.competitor_values || []
+      for (let j = 0; j < columns.length - 1; j++) {
+        values[String(j + 1)] = { mark: 'text', value: competitorVals[j] || '', note: '' }
+      }
+      return {
+        handle: `${slug(skuInfo.sku)}-cmp-row-${i + 1}`,
+        feature_label: r.feature,
+        values,
+        status: 'curated_generic_categories',
+        sources: [`data/pipeline/pilot-skus.json#${skuInfo.sku}.comparisonDraft.rows[${i}]`]
+      }
+    })
+
+    // Structured citations — what the dashboard renders. Generic-category
+    // comparisons cite the product DB (for JV col), the EFSA register where
+    // health-claim language appears, and the competitor section extracts.
+    const sourceLinks: CitationLink[] = [
+      { type: 'product_truth', label: 'Just Vitamins product database', meta: 'sourced from JV Migration export' },
+      { type: 'efsa', label: 'EFSA / UK NHC authorised health claims register', href: 'https://www.gov.uk/government/publications/great-britain-nutrition-and-health-claims-nhc-register' },
+      { type: 'other', label: 'Competitor section extracts (15 brands)', meta: 'aggregated from observed positioning' }
+    ]
+
+    // Run QA over every cell of the curated table — catches forbidden phrases,
+    // engineering jargon, medical claims, and stray brand names that slipped in.
+    const tableQa: QaCheck[] = []
+    if (cdraft.section_title) tableQa.push(...qaText('comparison.section_title', cdraft.section_title))
+    if (cdraft.subtitle) tableQa.push(...qaText('comparison.subtitle', cdraft.subtitle))
+    for (const r of rows) {
+      const jv = (r.values as any)['0']?.value || ''
+      tableQa.push(...qaText(`comparison.row[${r.feature_label}].jv`, jv))
+      // also check competitor columns
+      for (let i = 1; i < columns.length; i++) {
+        const v = (r.values as any)[String(i)]?.value || ''
+        if (v) tableQa.push(...qaText(`comparison.row[${r.feature_label}].col${i}`, v))
+      }
+    }
+
+    return {
+      handle: `${slug(skuInfo.sku)}-comparison`,
+      name_internal: `${skuInfo.name} — ${cdraft.section_title || 'How we compare'}`,
+      section_title: cdraft.section_title || 'How we compare',
+      subtitle: cdraft.subtitle || '',
+      columns,
+      rows,
+      status: 'curated_compliance_reviewed',
+      sources: [`data/pipeline/pilot-skus.json#${skuInfo.sku}.comparisonDraft`],
+      sourceLinks,
+      complianceNotes: cdraft.complianceNotes,
+      qa: scoreArtefact(tableQa)
+    }
+  }
+
   if (!cc || ((!cc.comparison || cc.comparison.length === 0) && (!cc.competitors || cc.competitors.length === 0))) {
     return {
       handle: `${slug(skuInfo.sku)}-comparison-placeholder`,