Self promotion is just way more accepted in the US vs most European countries. You notice this in ESA vs NASA. I also notice it when I read resumes. Resumes from European countries are way more subdued than ones from the US.
Its just that ESA in particular has that culture.
Have you ever seen a European sports crowd vs an American one?
European crowds are passionate. American crowds are exaggerated.
Nice find - if I could upvote your post I would.