What's in a word?

I have this odd fascination with marketing. I don't do much in the way of marketing (directly) in my job, so it's really just a personal interest. But I think it's really amazing to see how people who do this for a living can be either so clever or, more interestingly, so terrible at it. There were a couple of examples today of marketing language that made me think of it.

The clever
Walking by a McDonalds a few minutes ago, I saw a sign that offered their new snack wrap, and advertised that you had the choice of getting the wrap either "grilled" or "crispy". This is totally brilliant. We all know that "crispy" means "fried", but it's like advertising something for $2.99 instead of $3.00. It doesn't matter that you know the real truth; the slight twist will always work on you subconsciously.

The bad
There's a meat and seafood delivery service whose trucks I see around town pretty often whose motto is "just a little bit better". Now, they of course mean it in a folksy, friendly way; said in a warm tone of voice that says, "we could have stopped here, but we took an extra step...just for you." But I don't get how it escaped the marketers that it all depends on how it's said, and you can't count on that when people only see it written. To me it comes across with a shrug of the shoulders and a "Meh. It's a little bit better, I guess. Depends on what you're comparing it to."