For me it depends on how exactly the attitude is presented. It was a turn off for me at vanderbilt where the attitude of many was "our super-traditional curriculum is the only way to learn medicine and students at schools that don't do it this way really don't learn anything." Also at hopkins the attitude was very derogatory of other schools which I don't like at all.
I do like it when a school/students have pride and say "we do x, y, and z really well here, and we enjoy the way in which things are done/presented." Places that present themselves in a way where they try to be open an honest with you, and talk about their school and acknolwedge that no one school is right for everyone but if the things they do well are right for you then this is a great school for you. I feel like when it turns into snottiness and knocking other schools it seems like the school is trying to hide something, and i just get a negative impression, especially of the students. Great examples of schools that pride themselves on their strengths and don't turn it into childish bickering about why others schools suck are Duke, Pitt, Case Western and Pritzker. This is, of course, just from my limited experience, do you guys agree?