Marketing knows two ways: 1. Point out that you are state of the art and a member of the leading pack. 2. Point out that you are NOT a member of any pack and a lone wolf with extra character. Neither 1 or 2 denies that you are a wolf. :)
because it works? lots of companies do it - 'hey here's this new thing, not like that old garbage', or politicians will be like 'hey I'm an outsider, vote for me and it will totally be different from those assholes in charge now' it's all the same outsider/upstart/underdog mentality and people latch on to it, even if it's really the same
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