Yes it is this competetiveness that makes people brag. They always have to show they are better than others. People who are obviously well to do brag and people who belong to the middle class also brag. Then there are those who brag about how brilliant their kids are. I mean there seems to be no end to it.
Yes ,It is really irritaing one.Even it is affecting kid's innocent.One of my friend bought compact DVD player for their kids.Indirectly they are making our daughter to ask new dvd player.Not in front of us.But we make her to understand that we don't need it.After sometimes they are asking dircetly why didn't you buy dvd player.Oh god! I couldn't bear their bragging.