Phrase printed prominently on umbrellas in outdoor cafés all over Bucureşti:

"Carlsberg: Probably the best beer in the world"

Read: "Carlsberg: We think we've got a pretty good beer, but we're really not sure, and we don't want to put a whole lot of effort into figuring out if we're the best beer in the world, so instead we'll try to pass off our half-assery as self-assured nonchalance, by bandying about the word 'probably' to show that we're so confident, we don't even really need to try."

Sorry guys; not buying it.