I graduated HS 10 years ago and it was pretty similar in my experience, maybe a bit less extreme. There were some "stereotypical teens" at my school but they were a minority. Everyone I was surrounded by was trying to squeeze in as many AP courses as they could, as many officer positions in different extracurricular organizations (NHS, band/choir/orchestra, yearbook, athletics, etc) as they could. Our valedictorian actually managed to hack the system to take an
extra class period each semester just to jack up her GPA. I remember when I told my parents, children of the 70s and 80s, that the "popular kids" at school were the overachievers, not the jocks (though there was overlap). They were bewildered by the concept.
We didn't all have websites or talk about buzzwords or "branding" ourselves, but we definitely were branding ourselves for colleges even if we didn't call it that. It was incredibly stressful, TBH. More than college itself. Sounds like it's only gotten even more intense.
It's funny: the tech gold-rush didn't start until a couple years later, so our computer science class was actually a small, tight-knit group mostly free of people who were just trying to boost their college credentials. Everybody who was there wanted to be there, and we'd do extracurricular projects and even road-tripped to a programming competition once. It was really great.