Everyone has run into a self promoter: the person who thinks their shit is way better than everyone else's. That's OK. People need to look out for themselves, but it reaches a point when it's shear absurdity. Designing a sneaker with a brand is a blessing, not a chance to say that your sneaker is the best of all time, and no other collaboration can hold weight to yours. The inter-connectedness is what makes sneaker culture so dope, and putting yourself above others is a major dick move.
Their self-promoting makes them look irrational and out of touch.