Why is it socially acceptable to complain but not talk up successes?

It seems perfectly acceptable to complain (at least here in the United States) - even with perfect strangers but sharing successes, even with friends, seems to be met with a kind of coolness.
Is it bad form to share a success even when not trying to build up one's ego but simply attempting to share good things going on in one's life?
Is this "bragging" only considered a social faux pas when it is done in a competitive society or is it equally frowned upon in collaborative one?
Do you believe that sharing successes should be more socially acceptable?
Why or why not?

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