Words and Phrases that Make Me Cringe III

The new habit celebrities have of saying, when honoured (given an Academy award et cetera): 'I'm humbled', 'I feel humbled', 'I feel so humbled', 'This is so humbling', and on and on. What do they mean? And isn't that the exact opposite of the intended result? 'We think you're great.' 'How humbling.' How does that make sense? Humbug, humbug, humbug.