Depends on what the candidate would be doing. If their job is building showcases, sure. Otherwise, maybe they're awesome, or maybe they're just blowing smoke.

If it's a choice between somebody who's focused on making great stuff because that's what the company needs and somebody who is crafting another showpiece for their trophy case, I'll take the one who's less excited about self-promotion. Some of the best people I've hired are terrible at marketing, so I feel like my anti-marketing bias is a way of leveling the playing field.