No, I'm the greatest - it's all about boasting
Interesting article about how the Brits, traditionally known for their reserve and understatement, are having to learn to "big themselves up."
I am a typically understated person, I don't like blowing my own trumpet as it were, but I think not doing so has marked me down in a few job interviews and meant I didn't get them.
I forget what percentage of people are supposed to lie on their CV as well, a similar feat. I tend to stick with "if it's on my CV I am very capable at doing it," not so for others it seems.
I'm not sure I like us moving to being a boastful nation, there's nothing really wrong with singing your praises, but I still think it's better for other people to do it for you.