Here is a legality question for you :

[SirMoby]

For the legal issues, it's all about what your lawyer tells you to do. All it takes is for one company to spot the comment, copy it and have their lawyer sue and the next thing you know, you've eaten up all your new sales and more in legal fees. Spenind $10,000 to prove you did nothing illegal is still $10,000 wasted.

Personally I would never mention a competitors name on my sites because it does provide them with advertising and can make my site look bad. When I see TV ads where one company is putting down another I usually think "afraid of a better product".

[DJilla]

Originally Posted by SirMoby

... have their lawyer sue and the next thing you know, you've eaten up all your new sales and more in legal fees. Spenind $10,000 to prove you did nothing illegal is still $10,000 wasted.

Of course you are soooooo right on that point. Which I think is another endorsement of the "make it up to begin with" school of marketing. Because unfortunately you have people who sue just to do it and if that ever were to happen to you, you'd be able to end the matter quickly by producing the notes and creatives of how you made the whole blurb up to begin with.