Competition, self-promotion

I just scrolled through Facebook and was happy and supportive of every post I saw until I came to the post of someone who was promoting their work. An actual friend, someone who has been successful and has worked his/her butt off to do so, someone who has fought past a type of adversity I have not and has done so with aplomb. Yes, it is also someone with some issues, for sure, who has been involved in conflicts with friends and others I'm close to.

At any rate, I arrived at this self-promotional post and my la la everything is so happy and nice mood was spoiled.

But why? Who else do I expect will promote this person if not him/herself?  I know I have to push my own stuff, however conflicted I may be about doing so. Whence this instinct to compete at all times and therefore, at some level, to wish to tear others down? Where else but from my own self-image issues.

I must go back and like that post just now.