When you, usually consciously, try to get away with bragging about yourself by couching it in a phony show of humility.
"Your inflatable inner-tube is way cooler than my 80-foot yacht. You get to be so much closer to the water and to nature. I envy you, I really do"
"Thanks, that means a lot. Another advantage of having an innertube is that I don't have to fucking humble brag all the time about having a yacht."