I understand the problem with "champion", so that one is out as far
as I am concerned.

However, I strongly dislike "the legend" too. To me it sounds like
the slogan of an american ski resort, or something like that. Also
for the reasons that Roman gives. I am more comfortable
with "legendary", but that has problems too when we go further down
the communication pyramid:

Why is Firebird legendary?
- Legendary capabilities
- Legendary reliability
- Legendary ease of use
- Legendary freedom

Now the problem is that we cannot have marketing "proof" for this:
Legendary capabilities? If it is legendary, why haven't I heard about
it before? Why aren't those legendary capabilities used as benchmark
in product evaluations and news articles? We will look like lying
wanna-be's.

Of course, these benefits are legendary in the FB community. As we
say in Holland (which is a tiny country): it is no use to be *world*
famous in Holland only.

Last but not least, the links that you suggested to make "legend"
relevant to developers and businesses did not work for me. Sorry.

Remember, we are talking about a slogan that is merely the top of a
communications pyramid. We will have to publish tens, even hundreds
of little articles to build the link between the slogan, the 10-line
whitepaper and the full whitepapers and we have to be credible and
trustworhty at each step.

In short, I think that "legend" and "legendary" would be a big
mistake, but that's just me. Unfortunately, I don't have an
alternative proposal at the moment.

Paul