Virtuous ancients said, "Those with superior virtues do not consider their virtues virtues; those with inferior virtues are attached to virtues. Those who are attached to being virtuous do not understand moral virtue." The following is an explanation:

Those with superior virtues do not consider their virtues virtues
One may practice the ways of the Bodhisattva but one is not attached to it at all. One may do all kinds of good deeds but one leaves no trace. As it is said, "one cultivates virtue just to be good." This is simply one's personal duty, so do not ever become arrogant or haughty. One should never say, "I created some virtue. I did some good. I achieved some good deeds." This line of thinking should not exist. That is why it is said, "Good deeds are not really good when we want others to see them; evil deeds are extremely evil if we are afraid that others will see them." People who are really practicing the Bodhisattva ways do so as if they're not doing anything; they're not attached to anything. No matter what kind of merit they have done, they are not attached. They do not become arrogant and self-satisfied because they think they have done some meritorious deeds. This type of behavior describes how the superior kind of virtue is no-virtue. People who are really wise do not consider themselves wise; those who are really virtuous will not admit to themselves that they have moral virtue; those who are truly knowledgeable will not be arrogant and condescending; those who really cultivate will not be self-satisfied and promote themselves.

Those with inferior virtues are attached to virtues.
Most ordinary people will think highly of themselves if they do just a bit of virtue. They will go around promoting themselves, telling people what good deeds they have done, what merit they have done. The good deed becomes an ad with which they use to go around cheating people, making other people like them. In other words, this is one of Laotze's ideas twisted.

People with superior virtues have been virtuous but they are not attached to virtue. People with inferior virtue do some meritorious deeds and become attached to them. They go around selling themselves, "Do you know what temple I built? Do you know what stupa I constructed? Do you know what sutra I printed? Do you know what Dharma I spoke?" In general, those with inferior virtue act this way and since they are attached to virtue, their virtue cannot be said to be complete.

Those who are attached to being virtuous.
Examples of such attachments may be, "I built a huge bridge at this certain river. I paved a major road somewhere, etc."

Do not understand moral virtue.
Consequently, their virtue is wanting that way. People with that type of thinking do not understand the truth of moral virtue.

Self-promotion and self-adulation exist because of our false mind. As it is said, "Living beings do not reach the true path because of their false mind." The false mind consists of false thoughts. One thought of killing is a false thought; one thought of stealing is a false thought; one thought of sex is a false thought; one thought of lying is a false thought; and one thought of drinking is a false thought. False thoughts are barricades for cultivators. How could we avoid having false thoughts? Meditate and recite sutras and mantras, be focused so that there is not a second thought. This is the way to control false thoughts so that they do not occur.