anchor: Sure the big companies are more coy in their pitches--the Hall's Zinc Defense box says zinc may relieve cold symptoms and, in small print, denies making any claim to treating a health condition--but that only makes the sham more effective.
positive: Many big companies make contradicting claims between what is largely marketed to consumers and what is in the small print.
negative: The big companies are very forthright in making sure their customers are clear on their marketing claims and are consistent with what is said both in large and small print.