Well, my recently-started blog (check mi sig!) is partly a way to deal with this, so I could say I hide my PD interests. Actually, "not talk about it" would be more accurate. I have bounced a few ideas off my brother, but he is one of the smartest, most open-minded people I've ever met (and only 18 years old...odd).
I haven't really given it much thought. I do know I do not like the way "self-help" sounds, and "personal development" is not used in spanish (I'm from Argentina BTW). I guess it's a matter of prejudice.
I do recommend my favorite PD blogs on occasions, but they are usually the "cooler" ones (Raptitude, Zen Habits, etc). I don't think I have linked anyone so Steve's site yet
, even though it is probably the single most useful source of PD material I've found to date. He is on top of my link list on my blog, however
.