On his own time, a professional engineer writes and self$-$publishes a technical book. The engineer designs his own cover and writes his own ad copy. The cover and promotional literature both brazenly claim that the book is "the best available," the "most concise." the "best buy," and the "most authoritative." Both the cover and the ad copy repeatedly slam the book's other major competitor. A dissatisfied reader who relied on the cover copy when buying the book complains to the engineer's professional society that such advertising methods violate the society's code of ethics. What should the society do$?$