Really? Maybe that's just my perception, but I'd say their homepage is almost all about their mission and principles (and then about their products that are said to be driven by those). And their "about" page is the same. If that's not bragging - I'm not sure what bragging really is.

Then, their manifesto is very anti-DRM by nature, all promoting openness and end-user accessibility and control. So, it seems that they had already chosen their position and part of it was to abstain from the consumer restrictions.

Now, when their targets (bringing their products to everyone and promoting openness) started to seriously conflict with each other, it was clearly shown that the dark side is more seductive.