This.
For the most part, I believe it stems from real-life cultural mannerisms: be nice to others. Treat others how you wish to be treated...that sort of thing. Its when two people berate each other with compliments, well-intended, but shallow and ultimately self serving. The best advice to this, I've found from millionaires, that to be a good "giver" one must practice being a good receiver.

lol, just let people compliment whatever, accept the positive comments, and walk away after a brief thank you. It doesn't need to tennis back and forth after that.