[stoneage]

Craft your positioning around the context of your audience. Do your consumers really care that you are X for Y? Hell no. They want to know what benefit you are providing them and probably have never heard of the other company you are referencing. But in the context of investors who look at 20 or more pitches a day? That's a different story. You are focusing on memorable positioning and also letting them know your business model is proven and scalable.

[rauar]

Why should it be memorable at all ? If you can't stay in their mind by having a great solution for a huge pain then it's a lost game anyway. If they love your idea/solution then you won't need to actively use the comparision at all.

The proof that the business model works and/or scales cannot come from a competitor (except 100% was copied from them but then again just cloning is a dumb idea anyway). That proof is the goal of any serious entrepreneur. I don't see a convincing argument towards VCs here.