I fully agree with you. We don't get the phenomenon either. In our last job hiring, we decided to have fun with it though and put out an ad description for a marketing "ninja-wizard" http://blog.giveforward.com/giveforward-is-hiring-a-prmarket...
I mean I am well aware that finding good developers is hard (always has been), but now, when it's hard to find developers who can deliver period, resorting to ego stroking this early on? Can't be a good thing.