Not to generalize (although this is definitely a generalization) but the Swedes are a bit cold like that. There's a bit of a different attitude and cultural background at play here.
And HSF is right, a lot (heck, maybe even the majority) of pro athletes have a chip on their shoulders these days. I think, with the amount of competition, the (over)training required to be a pro and the whole elite sports culture around these days (special clothing lines, the "Nike attitude" effect, big money, insta-fame, etc) it's something most pro athletes pretty much need to survive.
This day and age where any yahoo with a keyboard and express their views on an athlete to the world, cameras everywhere, sports channels 24-7, and instant access to everything, you need that super arrogant attitude not to go crazy...and keep your spot on the roster.
Personally, I don't like it. I'd much rather cheer for a good player who is also a kind and humble person, but it just doesn't work that way anymore. Whoever coined the phrase the meek shall inherit the earth would turn in their quill after seeing the way the world works in the 21st century.