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IMHO, I'm a little surprised by these posts becasue the answer in law is the same one in common sense. The reason that people use testimony by "Betty Boob" and "Joe Dick" is because they either don't exisit or are inconsequential people who aren't going to be pissed off.
Did you ever see a commercial for Bud that used the CEO of Heiniken's as an endorsement? Of course not because they'd get their pants sued off. If they do its because a) they're trying to be provacative and b) they have iron cold subjective proof like a video of the CEO of Heiniken's choosing a Bud at a party and saying something like I hate that crap I make. Absent proof, I'd forget using a quote. I'd pass the idea even with proof.
However, you can make side by side factual comparisons between two products or brands on things like price, performance, and cost etc. but don't think you can get away with actual quotes out of someone's mouth who is well known unless you're prepared to meet them in court.
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