Short true story: 5 yrs ago I started to play 'go' online, and since I totally sucked, I chose the username "BetterThanYouThink" as a way to simultaneously assert some bravado and humility, as if to say "I'm bad, but I'm not thatbad!". But I received the worst reaction from some people! It was about a year before I realized the reason why: the mobile version of the app displayed only the first 13 characters of the username. :(
The inherent connotation with the wording in that tag line is: Everyone thinks we suck.
And there is nothing to counter that tacit admission that you know people think you suck.
If you are going to acknowledge that your brand has a 'perception deficiency' among buyers of the products you make, then you have to go beyond simple acknowledgement.... you have to at least attempt to show that this 'perception' is wrong/no longer valid.
Contrast the LaView/Brovision/LTS message with Buicks new ad campaign: