I find Scoble's constant self-promotion wearying. Specifically the use of "we" in the following paragraph: Laurent Haig tells me about when we launched CoComme

I find Scoble's constant self-promotion wearying. Specifically the use of "we" in the following paragraph: Laurent Haig tells me about when we launched CoComment with this simple blog post from a Swiss Chalet. He wasn’t planning on that (he didn’t have his PR team’s approval), but got tens of thousands of signups in the first 24-hours. Or, how we launched Qik from an Apple store without even having a company employee present.