OK but not remotely a new phenomenon. at my (southern, boys') prep school in the 90s, no one objected to doing well academically, but to be *seen to be studying* was socially disadvantageous
As someone who did not perform very well in school, I get that you can be smart without being Type A, but I'm loving the new wave of guys insisting that the world should be run by the kid who couldn't sit still and kept turning his eyelids inside out and eating paper.