Another installment of writing quotes for your edification and enjoyment.
In advertising, puffery refers to exaggerated claims that are so subjective that they cannot be proven or statistically verified. Most of us consumers are savvy enough to not take seriously claims like “the freshest ingredients,” “best pizza in town,” and “world-class service.”
The rules for when to capitalize are numerous. Below you’ll find the basics. If you come across a situation I haven’t covered, please be so kind as to tell me in the comments; I’ll be happy to include more rules if they will be helpful.