I just came across a follow up to Seth's post at GrokDotCom.
This is the part that caught my attention:
To me that was one of Seth's main points, which I think we all agreed was good. The Starbucks comparison on the other hand...The best way to reveal the real substance (or lack thereof) of your message is to strip it down. Remove all the wordsmithing, jargon, self-applied labels, ad-speak, etc and you’ll get down to the core message.
The process of stripping “Unlike any coffee you’ve ever had before” down to “The Best Coffee” reveals the rather empty content of a slogan that, at first blush, doesn’t sound too bad.