That isn't just culture shock. That is a clear example of the higher integrity (in general) of Danish society than the US. That is, they place a higher value on honesty, fairness, and contributing positively to society. I am from the US, have always lived in the US, and have never been to Denmark. But from my few experiences with people from Denmark, and knowledge about their political/economic/social affairs, it is clear to me this is the case. I understand the analogy about vulgar language, but in my opinion this involves issues of ethics and core values much deeper than just "offensive" words.

To those who misunderstand, it is not a problem to compare your company or product to a competitor. It is only a problem to make a comparison on anything other than a strictly objective, factual basis, which is in no way deceptive (See the comments regarding EU law). I would guess those countries that banned (or still ban) comparisons did so to avoid the hassle of trying to sort out whether something was permissible or not.