Easy to lose, hard to win. We use 67% specifically in product testing - client vs. competitors. Not for every client, my experience refers to Colgate several years ago. Again, easy to lose (67%) but hard to win (95%). To win over competition, you need to be more confident hence 95% CL is used. But if you are going to lose, just only 67% of the times, Colgate will rework their product formula. This is the logic behind product testing. It's cool isn't it? easy to lose, but hard to win.