theory - idea, opinion, supposition⏎
top flight - best, most successful, highest⏎
white elephant - bane, useless (big, expensive) thing⏎
slogan - by-line, tag line, maxim, advertisement⏎
yardstick - gauge, a measure⏎
transparent - clear, unambiguous, open, artless, not secret, easily understood⏎
value - worth, price, importance⏎
shortfall - shortage, less (than is needed)⏎
restraint - limit, moderation⏎
zenith - summit, top, peak⏎