I thought about this, and I cannot really say how my own view of Alpa as the company promoting "being best on precision" in an almost snobbish fashion has come into place. It has grown on me over time and possibly it comes more from users, dealers, articles/reviews read here on Lula and elsewhere than Alpa themselves. Maybe it's unfair.
Clearly people's perceptions of a company and its products can be gained from all sorts of different sources - as you quite rightly point out.
But I hardly think end-user's views of kit can be labeled as "marketing", so we can scratch that one off the list straight away.
Reviews here? As an owner of an FPS (and user of one several months preceding the official launch), and prior to that an HCam, frankly I found the comments made regarding the HCam in the review posted here of the FPS downright disgraceful, and was the first to raise an objection to them.
But again - that review, along with any others, are not marketing by Alpa.
Dealers? I rather think dealers of tech-cams other than Alpa are FAR more involved on both this forum and GetDPI. So it's kind of hard to see where that one's coming from.
Most importantly though, if you look at the Alpa website (and I spend far too much time than is healthy lusting over gear on there), I don't actually EVER recall reading anything where they claim that they are the only ones making precise tech-cams. I certainly don't ever recall seeing anything where they compare their own products with those of competitors either.
Do they talk about precision? Yup. But then, they sell precision equipment. It would be rather odd if they didn't highlight the fact, no?
So, to me at least, it is rather puzzling as to what the basis is for Doug's allegation that the marketing
of Alpa includes claims of being "the only company with precision".