This weekend while I skied at Stratton I genuinely thought lines moved faster because they told us their lines were the fastest in the nation. That they could be better than other resorts. Sometimes saying things actually makes customers appreciate the experience around them. Don't try to let customers discover things for themselves, show them.
However don't say something without being able to back it up. If the lines at Stratton happened to be long, I would have been angry at them relative to other experiences.