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Lutz goes on to say that when advertisers state that their product is “ good ", it is equivalent in meaning to saying that their product is the best.

If all the brands are similar, they must all be similarly good.

When they claim that their product is the " best ", they mean that the product is as good as the other superior products in its category.

Using the toothpaste industry as an example, Lutz says that, because there is no dramatic difference among the products of the major toothpaste companies today, they are equal.

However, if all of the different toothpastes are good and equal, there is no need to prove their claim.

On the contrary, advertisers cannot market their products as “ better ” as it is a comparative term, and a claim of superiority.