Like the old person I am, I still don’t like people retweeting praise about their own content. It not only feels like bragging, it’s also extremely boring

I tend to agree. However there is a fine line between legitimate marketing and bragging. Sometimes it is hard to hit this line in a sensible way.

But what even is so inherently wrong about bragging? Sure, we're being taught as children to dislike and not do it, but beyond that? And why is it disallowed for individuals, but when, say, Apple does it, we reward them with our cash?