Top Shelf or In Reach?

I've heard some folks recently refer to their services as 'top shelf' meaning they are the best or premiere solution.  After thinking about it for a bit I began to wonder if being on the 'top shelf' isn't where you want to be.  Think about it for a minute … would rather be on the top shelf or within reach?  If I go into my local grocery store looking for peanut butter I'll find organic, 100% peanuts, etc.. on the top shelf, but I'll find what most people buy.