I know, I meant how it is perceived today. Even their own players like xavi had to tell everyone on many occasions how superior their club is and that their style of football the only right one is.
The motto was in my view also exploited by the club itself, because they applied it to their partnership with unicef.
"Now in times of globalisation, Barça has extended its social commitment to the rest of the planet, with a specially significant event being the signing of an agreement with Unicef in 2006, which was a way of saying that a sports club should not be marginal to problems going on in society, in this case, the plight of children around the world. Because of this, Barça continues to be “more than a club” both in Catalonia and elsewhere in the world, and is implied in numerous cultural, social and charity initiatives." from the barca page
Countless football clubs engage in charity, and all of them profit from it in form of PR, increasing market value etc.