There is absolutley nothing wrong with educating your customer. Actually I prefer places that do this. When I look at a website for leatherworking and they go into depth about why there stuff is better becuase its hand tooled or hand sewn or anything else like that and they provide pictures and such I think it is far better then a play on words.
Take Art Vincent's site on his quivers, Not only does he explain why his quivers are better then alot of others and shows how much work he has done researching and experimenting with his work but includes why others that have not done this and just throw some random stuff together arent going to get you your money's worth even if it is cheaper. Art Vincent's site Also when you contact him he is usually very helpful with explaining anything to you.
Esantoro's site walden bags shows why his is better then the competition. There are many others as well, holster web sites, bag sites, all kinds of stuff.
There is absolutely nothing wrong with explaining to the customer how yours is made and how theres is made, your not bad mouthing, your educating your customer. Even if they dont buy your bag they will be educated on what to look for and will more then likely remember you for your help.