I use the title that will make me look the best for the roles I am after. I currently have the title of Software Architect, which is probably about as pompous a title as it gets. To my clients, however, it conveys that I focus on large interconnected systems where the need is less about code and more about system design, and that equals more $ and more projects that fit my skill set. I could care less what a certified architect actually does. Nobody is asking me to design their house, and titles in the software industry are not yet standardized. It is not a "scam" to optimize your title for fit and profit (provided it is legal and is not completely misrepresenting what you do).