Every now and then I rail against vendor FUD; especially in the Blogosphere, nobody especially listens and although there is sometimes a temporary lull, everyone soon goes back to their bad ways. So I thought I'd give an end-user's point of view and why it is a bad thing.
FUD is rarely backed-up with any kind of evidence; if you are going to criticise another vendor, you need to provide empirical evidence.
FUD often is couched in the terms 'it doesn't work'! Well, this is often plainly stupid; I find it hard to believe that any large vendor would ship a product which does not work! It may not meet all of it's claims but a plain 'it doesn't work'; that's madness!
If you are going to FUD product, you need to provide details and evidence. You should do it in a public forum and you should allow your competitors to respond. I don't mind competitive analysis and positioning of your product in the best possible light but please be willing to back up your statements.
Without such details, I simply treat it with the disdain it deserves!! I encourage all end-users to ask for details when presented with FUD. Ask for facts and figures; full disclosure and preferably not under NDA!
FUD is often based on old information; competitors very rarely have information on each other's latest and greatest, so you find yourself comparing to last year's model and often features that were missing are now present. Immediately this makes me doubt your presentation because it is wrong!
Assume that the people you are presenting to are better aware of your competitor's products than you are; they've probably had the NDA presentations and know the roadmaps. And never allow yourself to be drawn into an argument about whether a feature is or isn't present in a competitor's product; invariably, you are wrong!
FUD may be fun but it often damages you more than the intended target!