Groupthink. Indoctrination. They want everyone to participate in the socially engineered zietgeist.
That's probably true but I bet they word it a bit differently. "social skills". That one always cracks me up. The social skills kids in public school learn are profanity, sarcasm and verbal combat. Oh I suppose dressing cool is another important one.
Actually it reminds me of the horror stories I hear about prison life. You have to get into a gang or you are screwed, so to speak.