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Just tell us about your products without going on and on about the geniuses: "JP Einstein" and "PhD Edison". I don't doubt they are are all that you say they are (well, JP makes me wonder..... ), I'm just sick of reading about it.
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MadGuitrst,
It's really just marketing...just like every other product out there.
Try to count all the products that use the word "Ultimate" in there marketing...Example: Windows Vista "Ultimate"...are we supposed to believe that this version of Windows is the best there will ever be? That's what "ultimate" means.
Don't get so bent out of shape over a marketing term.