“There is complete, then there is most complete!” announces a current ad for Centrum, as if this is supposed to impress us, letting us know that Centrum is the most complete.
Problem is, “most complete” is the lesser situation. “Complete” means that it has 100%, it has it all, there cannot be more complete than that. “Most complete” means that it could well be less than 100% – in fact, probably is, if you’re mentioning it, because if it was complete it would be inherently the most complete. You could be 4% complete and claim to be the “most complete”, if your competition is only 3% complete. So yes, being most complete is good in a competitive market, but trying to make it sound like the comparative is better than the superlative merely paints you as missing the mark.
