Well, actually, anything outside of the certified financial statements can be puffed up to a very great degree. Weasel words and undefined phrases like what they mean by "long-term" are so open to interpretation as to be meaningless. To what exact standard can such a statement be held? Corporations certainly are careful about what they say, they're careful not to let any statement reflect too negatively on management. The CPA firms need the multi-billion dollar corporations much more than they need any particular CPA firm and the auditors won't challenge statements that are in the realm of plausibility. Don't be too gullible. I think it's ridiculous to argue that you just can't get good held at the CEO level without paying tens of millions of dollars, and tens of millions in stock (the supposed "long-term" incentive), but you can pay rock-bottom whatever the market will bear wages for the people who greet your customers, and are responsible for their safety, comfort, and satisfaction. The disconnect in these two positions is glaring. This is about maintaining standards and the long-term viability of the brand. I think that brand's reputation 20 year hence is important, I don't think it matters a fig to Bob Iger.