For the most part, I just don't tell people. If I do I make sure it's not the first thing I tell them about me, they usually just go "Oh, cool I guess" and then we never mention it again. I also don't own any merchandise or clothing, I'm way too socially awkward to go out in public with a pony shirt. I wouldn't call this outright shame but I'm acknowledging that I watch and enjoy a little girl's show and it might not be a good idea to tell the world. Also, the videos I watch of people flaunting their broniess, all depict overweight neckbeards walking in mobs through public places singing Winter Wrap-Up at the top of their lungs or something, and just make me cringe. I think people who have no shame of their broniness are why the Internet at large hates the fandom so much.