I dont remember sony pushing the most powerfull when they had the advantage. I could be wrong. But i believe only MS did and it was after most people came to accept that MS had problems with exclusive quantity and quality. I dont think that would fly in th 9th gen anymore so it might be ok to say it a few time but like now where is basicly every add would be stupid.
It takes genuine talent to see greatness in yourself despite your absence of genuine talent.