Eyes of the Beholder
In about 1985 distance 2nd place furniture polish Behold in a 7oz. can had a half price package that grew sales dramatically. The company then change from two size of Lemon Behold 7oz. and 14oz. to a pair of 9oz. products Lemon Behold and Natural Wood Behold. Part of the presentation to the trade was that, "Our brand has growth".
It was not a lie. It was using the numbers to tell your story. The proposal from the Mountain West Conference for a replacement of the current BCS system has a funny ring to it as the number given are stacked in the MWC favor.
Beautiful numbers in the eyes of the right beholder (from USA Today in a .pdf).