[sdoering]

In Germany there are, for examples, rules regarding comparative advertising. Way stronger than anything the US has. Therefore we are not used to competitors trash talking other brands in ads.

So I am in the same boat when it comes to SEO/content marketing like this. It is advertising, nothing more.

And personally, when evaluating products, I agree with OP. I also like the people behind a product to be a bit more humble when comparing themselves to competitors.