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I think part of the issue is the subject of the book.
If an author of a non-fiction book states that to his knowledge there has been no other book written precisely on point, I wouldn't be offended by such a statement.
On the other hand, most of the self-promoters that I have noticed here seem to be authors of romance novels. It's hard to state that one's romance novel is valuable without looking like an idiot! Maybe the most that one can get away with there is to state, "I tried to make it a fun read, and I hope you will agree that I succeeded."
It is a simple truth that even an interested third party like a publisher can get away with praise for a work that the work's author cannot credibly say.
I see nothing at all wrong with quietly giving a link to a sample of one's work. Every author must assume that there are folks who would enjoy his book, or else he wouldn't have spent the time to write it.
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