Quick Speaker Question - Very Subjective, though, be warned!

[JJ]

I've always wondered - why does...be ready for this one...every speaker manufacturer proclaim itself the best of the best? Some examples:

DefTech: 'The Leader in High-performance speakers.'
Klipsch: 'A leading global manufacturer of high-performance loudspeakers'
Revel: 'The World's Finest Loudspeakers'
Monitor Audio: 'British loudspeaker engineering at is finest'
JBL: 'Making the world play catch-up'
Polk: 'Listen to the Difference'
Paradigm: 'The Ultimate in Sound for Music and Home Theater'
Aperion Audio: 'The Best Home Theater Speakers'

Understandably, these are all low to mid-level brands (I KNOW that Monitor and Paradigm have fantastic offerings at the higher end, can you wait until I get to the disclaimer?)

Not that I'm calling out any manufacturers at all whatsoever, please make note of this. I know some of you are touchy about manufacturers, especially when it's about the brands you chose. This isn't about this. I've always been taught that speaker sound is subjective, and it does depend on each person's ear - but I can't say I've seen this happen in other consumer products! And for reinforcement, again, don't take any of this personally. I just want to know your thoughts on the competitiveness of the audio business. Especially in the entry to mid-level stages.