I happened upon the website of a bourbon whose name I choose not to mention. Maybe I'm just too cranky today, but I read something that I found annoying, as a fan not only of straight bourbon, but straight talk as well.
The text included the following statement:
"...we have dedicated ourselves to only the highest quality bourbon that not only meets, but also exceeds our highest expectations."
Having tasted the bourbon in question, I can say that it failed even to meet my expectations, but that's not my point. Others may find it more to their liking.
Regardless of how good the bourbon is, how can anyone be dedicated to exceeding one's own expectations? How can anyone believe that such tortured verbiage sells bourbon?
I get the impression that the statement in question is the ad writer's equivalent of a wild pitch. Or perhaps it was intended to be gently self-mocking, similar to the show business billing of "Together again for the first time".