Ad-vantage negative

This is an old trusted and tried technique of advertising copywriters. In an ostensible attempt to appear honest, a negative aspect of the product is brought out. This helps in establishing credibility in the minds of readers. In the same vein, riding the wave of credibility built earlier, a tall positive claim about the product is made and it gets smoothly pushed down the unsuspecting throat of the target.

"Our new township offers the most stunning bargain for state-of-the-art housing in the priceless prime locality of the city."

That is obviously difficult to swallow. Compare this with:

"Yes, the project no doubt tags along the highest EMI in the area (true) but it no doubt offers the most stunning bargain for state-of-the-art housing in the priceless prime locality of the city.(made to appear true) "