Never.

However look to enhance any customer reviews that embrace such differences. Revolve your campaign around 1 or 2 particular reviews or customer reflections.
Read about blue ocean, ignore your competition (they will confuse you and kill your focus - do you think they are studying you? hell no!) Don't give them that validation.

My name is Humberto Valle, an actual commercial strategist and consultant with clients and projects around the world. I am also one of Arizona's best marketing strategists. That's where I reside. Feel free to google me, if there is anything I can help you with let me know ;)