the beginning of that marketing claim, right? A. I would agree that — I wouldn’t sort of put it as whimsically as you do, but I would say that “the” is a pretty powerful word in this articulation. Q. And you think the distinction between “the” and “a” in this instance makes a difference? A. I do and we do, yes. Q. You think it makes the claim false, right? A. Ido. (Urban Tr. 43-44.) 12. The addition of “The” to “Complete Sports Drink” is non-actionable puffery. Claims that a product is “The” something-or-other is commonly viewed as puffery, because consumers understand that the advertiser is not contending that the particular attribute or feature can only be found in its product. See, e.g., Cook, Perkiss and Liehe, Inc. v. N. Cal. Collection Serv. Inc., 911 F.2d 242, 246 (9th Cir.1990) (<HOLDING>); Cytyc Corp. v. Neuromedical Sys., Inc., 12
holding that a claim for violation of the fair debt collection practices act is not a personal injury tort claim holding that the claim were the low cost commercial collection experts is puffery holding that the physician who included the cost of an intrauterine contraceptive device in the fee for his insertion of the device was a seller under the uniform commercial code holding that a  2c claim based on commercial bribery requires proof of commercial bribery holding that a competitive commercial purpose is not of itself improper