I know it's legal (thanks for the link btw, interesting reading)...
I guess what I'm saying is, are you willing to say you are the best and then actually follow through and be the best?
Papa John's was confident enough to say it and they have followed through. Does everyone agree? Of course not, but they are "puffing" away and it has done them well.
Why not give a shot for a lawn and landscape business....and I don't just mean
"Hey, we're really good and we will do a good job."
I'm talking about "going all in" and literally telling everyone you are the very best and your competition is inferior.