Saying you are the best rock and roll band in the world doesn't make it true. The same rationale could be applied to the Supersuckers' former label, Sub Pop. At one time they had a pretty good shtick going. But when grunge died, the label went with it. Somebody forgot to tell them that the emperor wasn't wearing any clothes.
Some bands subscribe to a more subtle form of shtick.
By definition, shtick implies an avoidance of sincerity. With a distribution system that goes wherever God's word does, they have a pretty sweet deal. The Danielson Famile may be entirely sincere in their love of God, but they also happen to be, in the tradition of all good cults, totally weird. Dressed in nurses' uniforms and scrubs, the seven-piece ensemble engages in the kind of performance usually reserved for high school musicals or Las Vegas reviews. Some bands achieve shtick, others have it thrust upon them.