You Are Not a High-Performer: How Labeling Is Limiting

This should apply to companies as well. I lost count early on with how many of my colleagues work for "the leading X in Y," where every X says the same thing about their Y.

If everyone's the leader, potential customers can save a lot of time and money by simply flipping a coin. Otherwise where does that actually put you when someone else lands the deal?

For fun, search Google for phrases like "is the leading developer in" or "is the leading supplier of" and you'll quickly get a feel for how meaningless it is.