Remember Kathy Sierra's concept of a "badass users"? A user doesn't care about your product, user cares about his context. He doesn't want to be better at using your product. He wants to be better at what he's doing. A user of a digital camera doesn't want to be the best at using this particular camera. He wants to make stunning pictures.
There's a myth in product management that states it's a young, not established discipline. Usually, this argument is being employed to justify someone's shitty PM practises.