During a recent grocery checkout conversation, it came up that I was a wireless analyst, and the cashier asked me which was the best wireless service and best smartphone. This is a question I get frequently, and though it seems straightforward, it’s difficult to answer. As I told the cashier, it depends. “On what?” she asked. That’s when I realized that the U.S. wireless industry’s multimillion-dollar advertising, public relations and marketing campaigns simply have been confusing buyers.