There’s a toothbrush war brewing, at least in court. Proctor & Gamble, owners of the Oral-B brand, sued newcomer Ultreo for false advertising. They also sued Philips-Sonicare. P&G; is disputing whether the ultrasound technology, which is the differentiator for the Ultreo brush, is actually as effective at cleaning teeth as Ultreo claims. Their separate tests have shown different results, and now Ultreo is countersuing P&G; for disparaging their product. I don’t suppose anyone wants to say that they are just as good, and maybe not necessarily better than their competitors. You always have to appear to be the best.