“World class”
“Expert”
“Best in class”
If it doesn’t cost anything to say it, anyone will say it.
It certainly doesn’t matter if it’s true, it just matters that you say it in your marketing materials, right?
Best Quality Windows are objectively the best quality windows, right?
Number One China has to be the single best Chinese restaurant in the world, right?
Obviously it’s important to tell people what you stand for. But when you stand for the same things as everyone else, are you standing for something or just standing in a crowd? And if someone in the crowd is lying, is it you?
Words, by definition, have meaning. When we use words, we should consider the impact we have on the word, not just the impact our has on us.