We're within two points! Don't tell!

‘Splain something to me.

What’s with the “best kept secret”? Why is that a good thing? I see and hear that now and again, usually in an ad for some local business. Like it’s a positive thing.

Maybe I’m just a dope, but it doesn’t seem to me that claiming to be the “best kept secret in town” means anything except that, well, you’re good at keeping yourself a secret. Which is an odd way to distinguish yourself. It always sounds to me like “Nobody knows we exist! "

I also don’t understand why play-by-play guys at ball games refer to one team as being “within” x-number of points. If the score is 82-80, the announcer will almost always say the team with 80 points has to “pulled within two points”. Within two points of what? Being one point down?

Or maybe it's within two points of being the best kept secret in town.