Agreed. Apple does this all the time when presenting new products. Of course it's the best/lightest/fastest version of the product. Why would they release a new version that is worse than the previous?

I actually thought they do this because they really want to say "best phone ever" or "best OS yet", but resort to the product name so as not to sound too cocky. By saying "best windows ever" you give the impression that this product is better than competitors while still being technically correct.

Maybe they are trying to say this will not be another Windows 8. Or Vista. Or ME.

It's not about Microsoft in particular, it's about every tech company now using this for every new release of an existing thing.

I actually liked ME. It booted fast, was relatively lightweight and worked without any problems for me.

/I know it's not a common view on ME/

You might not have noticed but Microsoft has had a difficult time getting people to upgrade Windows. XP is good enough for many people. As much as you don't like it, hyperbole is part of marketing.

> Dear marketing people, please stop using "The best <thing only we make> ever".

Reminds me of a very old Garfield strip in which he is eating the 'new and improved' food, only to ponder why they were happy to sell him 'old and inferior' for so long...

... "The highest pyramid in the whole universe that is located in Central America!" :)

> If you make a new product it should be better than the previous version, it it's not, you did something very wrong.

They broke that rule with Windows 8/8.1 and are trying to fix it with Windows 10.

Ballmer used to say the same thing about Windows 8. Apple says it about every iPhone, Samsung says it about every Galaxy S. It's become the go-to sentence for marketing in tech and to met it's ridiculous...

I agree they did mess up the UI, and did a bad job marketing it, but from a technical standpoint, W8 was the best version of Windows so far (when released), consistently.