Higher than highest

Due to a series of events which I may explain in a later post, I found myself staying at a "Ramada Limited" hotel last night. I was amused by the following notice I found posted there:

"Our goal is to exceed your Expectations by providing you with the highest level of service you've come to expect from the Ramada name."

But the highest level of service I've come to expect is exactly what my expectations would be, and would not exceed them in the slightest. Maybe it's the captial letter at the start of "Expectations" which makes the sentence make sense in some subtle way of which I am not aware.