Be modest

Self-promotion is never something which has come easily to me. I think most of us are like that, really – the product of being told as children that we shouldn't show off; that we should be modest about our talents; that we shouldn't let on that Mrs Edwards said at parents' evening that we were better at English than our best friend. (That last one might just have been me).

It seems that restaurants also have these worries:

No, no, don't put five stars for food and service! That looks boastful! No, three looks like we think we're rubbish. Put four. We're good, but we're modest.