Whoa! That was bizarre. Very unassuming. I think tehy really look down at others in their group (other Finns) who try to stick out.
I recall a video
http://www.youtube.com/watch?v=RbI93pXXGvk
Start at 3:28. See at 4:08. Kimi Raikkonen being interviewed by a Finnish journalist. This is at the Ferrari factory and the President of Ferrai lands and expects Kimi to drop everything to come see him. Kimi thinks it is rude and tells the Ferrari go-fer to F off and he will get to him.
Very Finnish. Kimi is treating everyone equally - tells his boss he will come when he is done. Love the video. The Finnish journalist loved it.