I agree with Lynn; I think this is an excellent way of showcasing your differences without alienating yourself from your competitors.  While they may not do the searches the way they should, they cannot be angry at you for highlighting that you conduct searches in the proper, most accurate and most ethical manner. 

If you "tattle" on your competitors, it will only lead you down a road where criticism runs rampant.  From a public relations perspective, you are never in the wrong by heralding your achievements, as long as it's done in a tasteful, respectful way.  You rarely see Pepsi, or Coca-Cola state, "The other guy's product is wretched."  While it is implied through their marketing strategy of recommending their product is best, it is not blatant. 

By showcasing your dedication to accuracy and honesty, you are only strengthening the message that you care about the industry and are not at odds with its members.  Just my suggestion.  Can be taken with a grain of salt...

Hope everyone has a relaxing, reflective and restful weekend.

Jarrod
Contributing Editor, Source of Title