Do you have an issue with "tender love making" branding or branding in general? I think a healthy dose of personal branding is ok for me.
With that said, the developer community is much much tolerating place than other communities. I mean, think about the rude behavior from some developers and how far we go in tolerating it because of our "They built X, so they can do unrelated Y however they want". Compared to that, some love spreading is actually very nice. :)
Edit: the sentence "They built X, so they can do unrelated Y however they want" is confusing, even to me. What I meant is, we tolerate some otherwise really inconvenient stuff, like Crockford calling all JSHint users "stupid people". You get the point.