That oppresive cultural phenomenom you refer to is called 'modesty' (Jantelag in Sweden - Jante's law). I also experience it in rural ireland - 'dont get too bi

That oppresive cultural phenomenom you refer to is called 'modesty' (Jantelag in Sweden - Jante's law). I also experience it in rural ireland - 'dont get too big for your boots', 'dont let it go to his/her head' (although rank selfishness is still socially acceptable in catholic rural ireland as long as you make up for it with by being a 'character'). Selfishness doesn't fly in Sweden. Modesty plays an important role in social cohesion, as studies show that relative wealth, not absolute wealth is important in how people feel about themselves.