Ann: Bodyguard Results, page-114

The presented results may well be cherry picking, but this is exactly what a marketing department in the world's largest FMCG company would be doing too, pick up all the good and undeniable stats and emphasis them to their audience.

Marketing is all about that, and it's marketing that will drive the sale of products and of course along with the actual efficiency of the product, which seems to be an almost 100% improvement.

An average salesman can sell something that is 10/10. A great salesman can sell something that is 5/10 to someone that doesn't even need it.
Though not saying BG is a 5/10 product.