superlative

I have seen by now 8 signs in shop windows that say, "The Best Gefilte Fish in New York." How could there be 8 bests? The last window I passed stating this fact was Citarella. "One of the better gefilte fishes in the 5 boroughs" maybe I could accept. Oh well, I am changing my index page. It will now read,The Best Fashion Designer in New Yorkand the nicest too.Why not.