I suspect the reason it's called "umami", and not "savory", is that Japanese researchers were the ones to actually isolate and characterize the taste buds invol

I suspect the reason it's called "umami", and not "savory", is that Japanese researchers were the ones to actually isolate and characterize the taste buds involved, so they went with the Japanese word. Same reason physicists who create new elements and biologists who discover new species get the naming rights. You're dead-on about the name, "World's Best", though. Proclaiming your awesomeness is actually a counter-signal. Like all the "Famous" and "Original" hot dog and pizza places in NYC.