I am currently working on my Master's thesis in the R&D department of a company that builds&sells mechanical appliances. Obviously a part of the thesis is outlining the various approaches.

Me: * Headphones on, browsing competitor's website for citeable content*

*Le boss approaches, starts looking at my screen*
B: Are you honestly preferring their approach over ours?!

M: *sets down headphones* What dou you mean?

B: *Begins rant about unfair competitors, how I dare consider defecting to a competitor*

M: Uhm.. I was just looking for sources so that i coukd write about different approaches...

B: Oh. Carry on then. *leaves*

M: *scratches head, opens devRant, begins typing*