Of course a company- any company!- is going to say their product is better than the competition! Whether any product is better than its competition is almost always a matter of personal preference or situation- is Tide better than Gain (laundry soaps), Whirlpool better than Frigidaire (appliances) or Dove better than Hershey's? Who knows! Whether or not it's 'true' is beside the point- all companies need to sell their products! I understand being annoyed that a company is trying to get around the laws imposed upon their advertising (well, I understand that some people are annoyed anyway, although I don't feel the same), but being annoyed because a company claims its product is better than the competition's just kind of doesn't make sense. Should Enfamil, for example, be expected to air a commercial (where it's legal) saying "Hey, we sell infant formula, but they're basically all the same so Similac is good too, or you could try Earth's Best- it's organic!"
An ad that claims FF is better than BF could be damaging, maybe- but once BF'ing is removed from the equation and we're only talking about choosing a formula brand, it's not hurting us FF'ers to see different ads. We're already FF, what is there to "lose" iykwim? Besides, if they're all the same, it shouldn't matter which company we're swayed by because they're all just as good or bad as one another then!