Rat Race is Getting to Me

I'm writing a proposal at the moment, and these are the last words I typed on the page before I nearly collapsed from guilt: "....the key competitor is Winnie the Pooh".

What is wrong with me? How can I look at this guy and try to devise ways to steal market share from him? Is it wrong that I wish his brand awareness would go to 0 or his penetration among mothers of young children (yikes!) would suddenly take a nosedive? What kind of high flying marketing executive monster have I become? Maybe I should just start selling cigarettes to kids and get it over with.