Right. Or, when you're talking to a potential prospect who has just been referred by your middle school teacher, you say "I know you've got a web site at the moment, but it probably got done by somebody who does web sites for dog walkers and legal firms. Do you ever look at it and think it was written by someone who just doesn't get you, and what you do, and what your parents want in a school? Think that maybe the site doesn't understand that Mrs. Tanaka is terrified that Sakura won't ever know her grandmother if Mrs. Tanaka picks the wrong place? I know where Mrs. Tanaka is coming from. I've spoken to her a thousand times. This is all I do: making Wordpress sites for schools just like yours. Want to hear about three things I can do to improve your website?"

I wasn't critiquing the specialization, I was critiquing the claim of being the worlds leading expert. Going for the long tail doesn't require lying.