I've posted many times about programmers and marketing, and especially marketing yourself as a programmer. Many people, in the wake of my "Debugger Support Considered Harmful" post, have been generally furious with me. I have no idea why; however, in the context of this anger, people have often said things like, "His blog is just marketing anyway; he doesn't care what he's saying."
Saying that does not indicate an accurate understanding of my philosophy of marketing, or, in cases where my philosophy of marketing is understood, it indicates a very different philosophy. Marketing is not about lying; acquiring attention for its own sake is not useful from a marketing perspective.
Obviously the idea that marketing would be about lying does not reflect a high opinion of marketing. Prejudice against marketing is strong in the world of programming, and for a good reason. The tech industry pits marketers against programmers. It's actually an incidental effect, in that the old-school "boxed software which ships to stores" model required marketers to push for bullshit features and meaningless releases, and programmers, who generally regard integrity and logic very highly, to say nothing of avoiding inefficient busywork, inevitably resisted that. This created a culture of conflict within high tech, and to some extent that culture persists to this day, even when new Web-based software business models have obviated it.
Frankly, if your philosophy of marketing requires lying to people, I think pursuing that philosophy will inevitably involve some serious disappointment, failure, or frustration for you. Likewise, using that philosophy as an excuse for avoiding marketing yourself at all really just results in a particular type of marketing. You end up marketing yourself as somebody who is "too pure" for marketing.
But in reality, somebody who presents themselves as "too pure" for marketing actually appears as if they don't know or care about business. Marketing is really just communicating information about yourself. The only way to communicate nothing about yourself is to be invisible, or somewhere else. Even standing in a corner being quiet communicates something. The only way to be not marketing is to be not there. So if you say "I'm too pure for marketing," business people perceive you as simply not being part of the picture. In some cases that's a good thing, but in many cases it's a very bad thing.
Marketing yourself as a programmer means drawing attention to something useful that you've done. That's it, and that's all.