At what point did being a software developer lose its luster?

I've been in the business about 31 years and have seen a lot. When I was first starting out, software developers were treated with a modicum of respect. In recent years, you'll hear fellow non-technical employees say things along the lines of "oh, he/she's just a coder," with unmistakeable disdain. I've always felt that what did I did for a living was a perfectly respectable white-collar profession...granted, not as prestigious as being a doctor or lawyer, but, certainly, undeserving of others' scorn or contempt. I have never referred to myself as a "software engineer." I do not have an engineering degree in software development. Unless and until software development becomes one of the several existing engineering disciplines, this is my position.
When did we become a commodity to the point that we sre looked down on to some extent? I'm willing to bet that it started with hiring offshore 'talent.' What do you think?