Sell Me on What You Have, Not What You Don't Have

I was recently reading an RPG site I frequent and one of the articles was above YAFRPG (Yet Another Fantasy RPG). Though it wasn't so much an article as it was ad-copy - besides reading like one, it was written by the author of the game. Much of it was discussing why it was so much better than D&D (it didn't call out D&D by name, but it was obvious, just as when people in the tabletop community refer to "MMOs", they're invariably talking about WoW). One thing that struck me was something I've seen elsewhere - the ad pointed out how they didn't use alignment and why that was such a good thing. I've never understood that - alignment is pretty much an exception in RPGs; outside of D&D/d20, the only games of any note I've seen using it are the Palladium RPG and Warhammer FRP 1st Edition (and it was very loose in the latter, much like alignment in 4E).

Saying you're better than "X" because "X" uses "Y" and you don't doesn't do anything for me. Sell me your product based on what it does - I don't care what it doesn't do. Comparisons like that convey the impression that you don't have enough confidence in your product for it to stand on its own merits so you have to attack the competition (or you're bitter because you're jealous of their success). I realize that type of marketing is common, and not just in gaming, but I don't care for it regardless - whether it's politics, software, gaming, or whatever.