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Unfortunately, it's all too often 1.
Why learn what you're talking about, when you can impress people with zero effort? Mind you, that's kinda what marketing is about, so those are the better marketers.
Chris Maunder wrote:
Speak how your identifying group speaks: do not be different and stand out
That's a precise antithesis of marketing, but it's where most MS users fall. This is the "marketing moron" group, of people who aren't capable of doing their jobs properly, but read enough "self-improvement"* books that they can fake it, and/or stab enough colleagues in the back to get by.
* Actually, it appears that "self-improvement" is a very apt terms for such books, because everyone I know who reads them needs a lot of improvement.
I wanna be a eunuchs developer! Pass me a bread knife!