"We need some sort of slogan to go on our advertisements. Any ideas?"
"How about 'World's Best Widgets'?"
"Not ambitious enough."
"Not ambitious enough?! How so?"
"Think about it! What use is it to have the best widget in today's world, if someone might just invent a better widget tomorrow? And who would be content to have the best widget in our universe, past, present, and future, when still better widgets might have existed if things had gone differently? No! I want all our potential customers to know that we make the best widgets in all possible worlds!"