No no, it's not the attitude it conveys, it's the attitude it encourages in the way developers act.
The title of a job posting does not encourage or influence the way I act... They're just trying to differentiate themselves from the mundane 'Java Developer w/ 2 years exp' jobs, that's all. It's really, really not a big deal. I'm really having a hard time understanding why everyone is so hung up on what is essentially marketing fluff. Can we please yell at people posting jobs with 'requirements' like "6 years of RoR" rather than some cute buzzword in the title?