The best espresso

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I am always amused by the slogan on the back of the T-shirts worn by baristas in Cafe Nero. It reads: "The best espresso this side of Milan". This gets me wondering about what would happen if I actually journeyed from Leicester (where the Nero in question is located) to the other side of Milan. Could I expect to find better espressos there? And is this slogan universal to Cafes Nero in other parts of the world - possibly in other languages? If so, that would imply that "the other side of Milan" would be in a completely direction to "other side" as I would interpret it from where I am. Suppose, for example, there are Cafes Nero in southern Italy. That would mean that the other side of Milan would be my side - but that can't be right, because that would invalidate the claim made on the T-shirts in Leicester. And suppose that there is a Cafe Nero only two miles to one side or other of Milan? The promise that they serve the best espressos on this side of the city is not a very impressive one, is it? A short bus journey would presumably get you something better! I'm confused! I need another espresso!