Being on the other side, I'm usually put off by an instructor that "blows his own horn". My reaction is that he is doing it because nobody else is. I realize that may not be fair, and that competition stateside probably is a lot tougher than here in Sweden.
There is a TGM instructor by the name Brian Manzella (little unsure about spelling) that very much blows his own horn. Now, he may very well be a fantastic teacher. I don't know. Because I tune out when the self-promotion begins. That message seems more important to him than the contents of his teaching. Again, I realize that it may not be a fair assessment, but being in the situation you tend to react with your gut.
My point about self promotion was simply from a marketing standpoint, simply to get people in the door. Once there I think humility is important. Saying you are right and better than everyone else gets old quick. Sorry if I mislead you.