Agree with all of this. I've been hoping to do a story on humblebragging in form of a review of the book Humblebrag ever since it came out.

One thing that's given me pause is that, more and more, humblebragging seems to be giving way to outright bragging. Fewer people even try to appear modest. It's a bit disappointing that the "it's not bragging if it's true" ethic is replacing the older "hypocrisy is the compliment vice pays to virtue."