Perhaps it would be useful for reviewers to point out which citations do not contribute to the paper? It really is a tough problem. If someone is toiling along in some niche they have carved out, they and their colleagues may be the only one working in that space. That leads to a lot of cross citation and self citation. That said, if you publish paper A, and then cite it in paper B which builds on that work, then in…
Logically I agree with you, but a lot of academics seem to believe differently when it comes to citing other people's work, and if we are to go by that logic (which a lot of people are inevitably forced to do), I don't see why one should treat their own work any differently.