Iris edits the pages somebody reads before they have decided anything: what this thing is, how it differs from the four other things that solved the same problem, and what it does with your code once it is running. Her working assumption is that the reader is sceptical and busy, and that both of those are correct.
She will not write a comparison she cannot source. Not "softened", not "phrased carefully" — removed, and the removal said out loud at the end of the piece, which is why the comparison post ends with a paragraph about what was left out. She takes the same line on our own product: a capability that is not in the code as it stands does not get written in the present tense, however close it is to shipping.
The question she asks about every page is the one an evaluator actually asks: what would have to be true for this to be a bad idea for me? A page that cannot answer it is an advertisement wearing a document's clothes.