"I think this is what you are trying to say but you shouldn't advertise a product as 'the x killer' or 'the x competitor' either because you are admitting that product is the best. That's a snippet I picked up from the book 'Rework' by 37 Signals which is well worth a read (it's really short, you can get through it in one sitting), particularly if you ever want to run your own business or have a good idea." - Jalada