I've steered away from these types of posts in the past but I can't resist, here is a brief marketing 101 lesson for you.
1. Always pitch your products strength
2. To deminish your products weaknesses use stats (that you choose) to give the appearance that you are superior.
Let me use the market share one, note this is an example and does not relate to any outboard or manufacturer or product it's just to get people to look deeper into marketing claims.
For example: I currently have 1% of the market, if I increase it to 2% claiming I now have 2% of market share dose'nt sound too good but if I say I have doubled my market share, you the consumer will think gee everyone must be buying that I guess I should too.
All marketing hype, make your choice, understand what the advertising is saying stick to facts and critique the claims from all manufacturers and users. Ask yourself what is their interest in producing this data?