[jgw]

That's interesting - it's actually Steve Jobs to whom I attribute this trend.

I'm not really an Apple guy, though, so it may be a misperception on my part.

[likpok]

I'm not sure how true that is, given that every Apple product is billed as "The best foo yet."

[enraged_camel]

I don't think the word "best" has the same flair as "beautiful" or "gorgeous." It's actually a very simple word that conveys a very specific meaning. It's strong and perhaps even cocky, but I wouldn't say it's hipsterish or over-the-top.