This reminds me of how people were pissed when Fable was released and it wasn't the best RPG of all time even though Peter Molineux said it.
What do you think he was supposed to say? "My game is a pretty good RPG, not the best, just pretty good, which is why you should buy it."
They're just good salesmen. It's up to the consumer to distinguish what should be taken into account in his speech. Otherwise...don't buy anything ever again...because it turns out everyone's product is the "best"...