We are number one, or.... ?

It seems like everybody is claiming to be number one these days. All businesses can't be number one, you might try to trick us into believing that you are number one, and many might get fooled. I don't think that this is the way to market your business. Tell people that you are number 10 instead, then most people would believe you, and being number 10 is really good in a market with thousands of businesses. Trust is important - your message has to be believable. Every single day I receive probably more than ten ads from different companies all claiming to be number one, and this is within the same branch. All can't be number one! If you really are number one, prove it! I never open an e-mail with the subject related to being number one... neither should you.