Is this me or Facebook tends to self-celebrate itself in most of its tech blog posts? I remember them posting a similar piece a few years back on their memcache

Is this me or Facebook tends to self-celebrate itself in most of its tech blog posts? I remember them posting a similar piece a few years back on their memcached scaling hacks - the article had a very similar tone, it was equally modest (e.g: not), and was actually nothing but software engineering imposture aimed at impressing a non-tech audience.