Is it really the best?

I think if I owned a company that made anything at all, I would definitely brand all my products as "Best [widget] you will find anywhere". It's refreshingly immodest. I guess as another example of an immodest company, I would cite Really Right Stuff, who make very well-regarded (and expensive!) tripod gear, including an (apparently) sublimely engineered ballhead. All too rich for my blood.

I've been really pleased with my EF 100mm f/2.8. It's frighteningly sharp, and turns out really nice color and contrast. I have yet to use it as a portrait lens, since it's a pretty darn long lens on my 20D, but I've taken some nice non-macro shots with it. Highly recommended.