One of the keys to being good at what you do, is to know that you are good at what you do. False modesty is a very British thing where it is viewed as unseemly to acknowledge that you or your unit or organization are generally better than most peope at doing the job in hand. Knowing you are good at something incentivizes most people to uphold that reputation and encourage others to perform to the highest standards. Pride comes from protecting that position, and serving in HM Armed Forces is one of the last professions where pride is actively encouraged (it used to be anyway).