I think Kevin has it – his suggestion that “great will become the new best” is “best”, or “great”, or…
The point is that “best practice” is a known keyword around the world, and, for an ITIL practioner at least, explained in the literature and training.
Any word chosen can be either a) misunderstood, or b) explained. As part of that explanation, “best practice” is simply the currently accepted superior method by most practioners. But it definitely does not mean that it can’t be improved upon. After all – where did “best practice” come from? The evolution of former “best practices”.
Continual improvement is also a best practice, and ensures that “best practices” are not the end, the last word, a block. If continual improvement is forgotten, then any method – best or otherwise – can be considered the end of the journey.