"The word 'novel' now appears in more than 7% of PubMed paper titles and abstracts, and the researchers jokingly extrapolate that, on the basis of its past rise, it is set to appear in every paper by the year 2123."
It strikes me that in the next few years at least, this is only going to accelerate. My (UK) university's internal review procedures require you to "emphasize the novelty." The abstracts of almost all of the papers in journals I actually read (respect?) contain some description of the novelty, regardless of how small the incremental advance in performance is. This seems unavoidable since your paper must be different to other peoples' work and you must spell out to the editor how this condition is met.
As for self-promotion, I think you'd have to be an idiot to not self-promote to some extent. Job security in academia looks pretty flimsy from where I sit (surrounded by PhDs and post-docs). Publish often, otherwise you can get out of academia.
Now if you'll excuse me, I need to do a spin-off of this study examining "impact."