That's what the salesforce does...sell. Sell the perceived differentiation from their competitors products and services. Always has been and always will be. Who knows how it worked or didn't work, but I do know PreSonus do not mention their competitors much, if any, these days in the marketing literature and presentations I've seen.
Which brings us back around to my original point. When Yamaha, Soundcraft, Allen & Heath and others wanted to counter the X32, they turned to their engineering staff to make competing products that enriched the market for all of us.
Presonus tapped their sales guys and released a half-baked document full of errors and omissions, trying to convince the market that all of the SLs shortcomings were actually features.
The fact that Presonus quietly swept this under the rug, and eventually updated their product line to compete in the marketplace tells us exactly how well that initial strategy worked for them.