Many of the things that people think of as fundamental differences in mindset, methodology, or values are in fact differences in etiquette.  Different groups of people use different catchphrases, procedures, and social displays in order to achieve precisely the same results.

…which is not to say that etiquette “doesn’t count” as important, somehow, or that people won’t fight and die to defend their preferred norms of etiquette.  Culture is real.