Unsurprisingly I think you are right mum23*. I think whereas shyness and reticence were once fairly common, and were not seen in a necessarily negative light, children from a young age now are taught and encouraged to have the all-important 'high self esteem", which can rather easily become over-confidence, arrogance and a sound belief in their own unique value. So many young children these days (far more than when I started teaching in the 80s) are very 'in your face' and full of lip, which some parents seem to find rather endearing; precocious little girls and arrogant mouthy little boys are now the norm rather than the exception, and by teenage this can lead to, IMHO, very undesirable character traits.
Naturally shy children are very easy targets for exclusion bullying, and schools tend to focus on encouraging them to 'try and join in', to have something interesting to talk about etc. But for the quieter, less outgoing child this can be really hard. I don't want to teach my children that you have to compromise your own personality, unless there are gross or vile aspects of it, in order not to be a target for bullies at school. I endorse mum23*'s wish that parents could just give a tiny bit of their attention to getting their children to look out for others and not just themselves.