Another perception – instead of downplaying the competition, talk about how your methods/ways are better and leave others out.
The age old idea of parents comparing their kids to other kids does nothing but entice their children to be copycats.
During elections, those who attack the other side has nothing to offer themselves.
When buying products, go off word of mouth, and/or an unbiased opinion.
When deciding services, select what benefits you, not someone else.
In short, downplaying the competition is a nice way of saying “I ran out of valid points so I’m going to attack the other side.”