This is a sort of culture (in geographic terms) thing to be honest. There was a very nice article somewhere that compared the values of the East and the West. Talking highly of yourself actually comes off as negative in the East. In the East, humility is considered far more respectable, where as the same comes off as weak in the west.
Thats exactly what I was thinkng. I have read on here that Sweden is a very humble country in term of bragging about achivements in job intervews. It would be interesting to see some data on numbers of women in tech there.