Bullywugs consider themselves the right and proper rulers of the swamps. They follow an etiquette of sorts when dealing with outsiders and each other, subject to the whims and fancies of their leader - a self-styled lord of the muck. Bullywugs introduce themselves with grand-sounding titles, make great shows of bowing and debasing themselves before their superiors and endlessly vie to win their superiors' favors.
A bullywug has two ways to advance among its kind. It can either murder its rivals, though it must take pains to keep its criminal deeds secret, or it can find a treasure or magic item and present it as a tribute or a token of obeisance to its liege. A bullywug that murders its rivals without cunning is likely to be executed, so it's more common for bullywugs to stage raids against caravans and settlements, with the goal of securing precious baubles to impress their lords and win their good graces. Invariably, such fine goods are reduced to filthy tatters through abuse and neglect. Once a gift loses its sheen, a bullywug lord invariably demands that its subjects bring it more treasure as tribute.