It happens every week. As I'm selecting my Swiss chard, kale, or collards, someone inevitably sidles up to me and asks, "What do you do with that?" Then after I share a recipe idea, she usually follows up with, "To me, they're all the same."
No wonder people get confused. Every time you go to the supermarket all the winter greens are mixed together in one big, undivided, forest green section, with seemingly randomly placed signs and prices scattered above and below them.
It's like a game: Match the green on the left column with the correct name and price on the right column. Chances are you probably just select the green that your mom made when you were growing up because it's the one you actually know how to cook.