i wouldn't say i slag off other companies or methods but i often compare the 2 to the cutomer, in my favour obviously.
as a relatively new business, its usually the custy that does the slagging off of other companies while i nod and get the job. after all, they've usually chosen me cos the last guy was crap, otherwise they wouldn't be looking for a new cc. i slag off cowboys in general, and cheap prices all the time. for instance "i'm sure you could get that 3 piece cleaned for £35 love, but i wouldn't expect to be sitting on it for a while, and if it starts to smell after day 3 then i'll be charging more than £90 to put it right" some thing along those lines maybe!
he's marketting his system, i see nothing wrong with that.
we're all guilty of condemning dry cleaning as a maintenance only type clean, something dri tech would refute, and i guess, get quite pee'd off when they read it in HWE leaflets.
get your own word out there and let the custy decide.
derek