If they hear an ad that says, “The Ford F-150 has best-in-class towing” they’re not just thinking, “Okay, I bet that’s right. Ford F-150 has best-in-class towing.” They’re thinking, “Well, of course Ford would say that. Chevy wouldn’t say that the Ford F-150 has the best-in-class towing, but Ford would say that. ‘Best in class,’ what does that even mean? Does that include all pickup trucks or only one pickup truck? Are they ignoring the other features like gas mileage, or price, or things that they’re worse on, and only focusing on the attributes that they’re good at?”