What Does #1 Mean? Franchise Real Estate Companies Battle it Out.

Today's Sunday Tribune confirmed something that I have noticed for quite some time now. The big franchise real estate companies - Coldwell, Banker, Prudential Rubloff and At Properties - seemed to all be locked in a heated battle for the moniker of #1. What's going on here? Coldwell Banker touts that it is "#1 in Chicagoland." Prudential Rubloff claims the title of "#1 Luxury Firm." At properties gives itself three titles: "#1 Company in Chicago," #1 In The North Shore - Winnetka Office" and "#2 In The North Shore - Evanston Office." Is there an upcoming trophy ceremony that I missed? Who awards such distinguished prizes?