“…but it skips the brand recommending itself as #1 in the response.”
Google is definitely changing how it factors in information from self-promotional listicles.
In most examples I am now seeing, Google may still cite the self-promotional listicle, but it skips the brand recommending itself as #1 in the response. However, it might still recommend the other brands mentioned in the listicle (your competitors)
See the example below for how Grednet, Fonteva, Payfunnels and Neon One's listicles are cited in the answer, but none of their brands are recommended in the response.
(Racklet is the one exception here)
I will have more info coming out on this soon.