""Best in the world," "lowest price in existence, " etc are at best claiming the expected. But superlative of that sort are usually damaging. They suggestion looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make"
Source : Sir Charles Lyell (1837). “Principles of Geology: Being an Inquiry how Far the Former Changes of the Earth's Surface are Referable to Causes Now in Operation”, p.305