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Well the funny thing about "number one" is that it can be defined in so many ways. It's a good marketing tack.

Yeah, I always chuckle when I see that. "Leading" is another good one.

Every press release: "Foo Corp., the leading noun-er of noun, announced today..."

Googling site:prnewswire.com "the leading" - https://www.google.com/search?q=site%3Aprnewswire.com+"the+l... - "About 98,000 results".

In Japan, seemingly everyone doing commercials is "number one", by that same logic.