Disambiguation.

Flext - 97% of users can't help recommending it to others.

That's what it said on the side of the bus. But what does it mean?

Did they actually recommend it to others? Did they do so in some helpless Tourette's manner? Is this a statistic that's been extrapolated from some concocted research question and did people act on the recommendation?

In a time when potential customers are increasingly cynical about advertising messages, it seems to me that it's increasingly crucial to make those messages unambiguous.

ADDENDUM: And to have a product about which you can be unambiguous.