Rather than tell us exactly how good the product is, advertisers often use slogans like
- The smarter way to shop
- The powder that washes whiter
- Now 50% softer
- More "extreme."
By omitting the standard they're comparing their product against, they've avoided making specific claims about their product and made comparisons with their competitors much harder than otherwise.
Compare Best Is Average, Better Is Best, where legally indistinguishable competitors are free to tout their claims to be "the best".