Over the Top Self-Promotion

Are we taking self-promotion to new heights when we scramble to find a unique claim that does not matter?  Consider the ad in USA Today for a wealth report.  The picture of the report’s author is at the top of the ad with this qualifying statement:

(He) is the only former gang member and slaughterhouse worker ever to make a billion dollars.

Perhaps other gang members have made a billion.  And maybe some slaughterhouse workers have made a billion.  But he is the only gang member/slaughterhouse worker to ever make a billion.  If that doesn’t close the deal, I don’t know what does.

How can we promote our projects and maintain our integrity?