Thanks! Yes, I remember reading older novels (Austen, maybe?) where the "disgrace through exposure" sense was used... it was obvious what was meant, but surprising.
"disgrace through superior performance" is a current meaning. AA does a thing, and then (especially if AA appears to be getting praise for it or appears proud of it), BB either does it better or does something more difficult (usually accompanied by a derisive remark about AA or AA's work).