Ultra-Orthodox! Since when did Judaism become a car wash?

Recently, I was labeled “An Ultra-Orthodox Rabbi” by another blogger. I thought I cleared up the fact that I wasn't a Rabbi but now I have a new title to contend with, Ultra-Orthodoxy. As one of my local rabbis pointed out, “Since when did Judaism become a car-wash?” Are we soon going to have super-orthodox, premium orthodox and super deluxe?

Was there something wrong with orthodoxy that we needed to boost our status. Did R’ Moshe, R’ Yaakov and Rav Pam, the Gedolim I remember, consider themselves ultra-orthodox or were they just not good enough? Was Moshe Rabainu, The Rambam or Rashi Ultra-Orthodox? Today one can just put on a black hat and earns the title, but Is this a title that we have earned or is this a title that we chose for ourselves? And what exactly are we trying to say? I sure hope its not an “I’m better than you” attitude, because that never works out well.