Rivals allege that the secret of Emirates' success lies in all manner of unfair and hidden subsidies (of which more later).

ECONOMIST: Aviation in the Gulf: Rulers of the new silk road | The

The site is not as smooth as its rivals, but it has a secret weapon: it's based in Singapore.

CNN: WINDOWS SHOPPING

"The secret of retaining them is not worrying about rivals but instead, it is about making Microsoft the best place to work, " he says.

CNN: Rapid rise beckons mobile workers

Over the last ten years, while its rivals have dithered, Microsoft has been feeding its living-room secret weapon a nonstop diet of software updates and hardware upgrades.

FORBES: Companies, People, Ideas

Even back in the '50s, rivals like Gene Sarazen and Sam Snead claimed there was more to Hogan's secret than he was letting on, and a cottage industry was born.

WSJ: Golf's Biggest Delusions | Golf Journal by John Paul Newport

Earlier this season, it was reported that former Stuttgart midfielder Hleb, 26, held secret talks with Inter while in the city ahead of Arsenal's Champions League game against rivals AC Milan at the San Siro.

BBC: Wenger slams Inter move for Hleb