They'll even ask you whether what they already know is true. Burger King has also invented its own grammar, and not just the grammar of excitement embodied in the exclamation point. The phrase isn't even an assertion, exactly. Burger King's motto embodies the rhetoric of the leading brand, what I'll call the grammar of the absolute comparative. Advertising has cut off its competition before it even begins, becoming absolutely self-referential in its attempt to achieve a kind of absolutism over our beliefs, or at least over our everyday practices.
Every product is, almost by definition, peerless, beyond comparison, just plain incomparable.
Ironically, the most famous literary case of an absolute comparative is about aversion rather than advertising. The phrase drives his boss crazy. He would prefer not to proofread what he copies, he says. Just do it. That's what I pay you for.