I feel like kids have been moving away from this mindset, but maybe it's changed names. Growing up being a "nerd" was uncool, and studying was "nerdy". After college, I talked to some of the people who were the "naturally" smart kids and I found out they lied so much about how much time they spent not studying. Everyone lies. Part of it, I learned, was that my graduating class ended up with a lot of cut-throat people, they lied about how much work they put in to gatekeep. I don't speak to a single person from my graduating year now even though I am friends with some teachers as well as kids from other years. A similar concept but less isolated to academics has been kind of a popular "insult". I sometimes hear the concept of "sweaty" being uncool among the youngest ages I teach. Sweaty, as in working so hard towards something that you work up a sweat. It's doesn't have to be a physical activity, you can be called sweaty at video games, or sweaty at math.
Education is a weird place to use the word talent, looking back. You can't wake up knowing new information. Everyone has to learn, the people who look talented just learned it earlier than everyone else. I am not sure why hard working is seen as uncool at that age. I wonder if it's different in other parts of the world, I learned that I have a very typical north eastern USA experience.