I don't particularly object to Wolfram being self-centered. Nor is there anything wrong with advertising one's own achievements. But Wolfram seems incapable of

I don't particularly object to Wolfram being self-centered. Nor is there anything wrong with advertising one's own achievements. But Wolfram seems incapable of talking about any subject without shoehorning in some reference to his own works. Even when expected, it's a jarring, unnecessary interruption; a wild swing from a reasonably interesting article on mathematical history to unabashed self-promotion. The snark wasn't intended as an offering to Hacker New group-think, but rather borne out of a genuine frustration at Wolfram's style of writing. I find it very difficult to read anything he says, because I'm continually awaiting that moment when he will pause, smile cheesily at the proverbial camera, and explain how amazing his products are.