I think they are actually hinting around to the fact that they think it is bad for kids to be different- as in- unaware of some of the social norms, unspoken rules, etc. that you mentioned above. They don't want their kids to be "off beat" or "different" and therefore, to be treated differently, prejudiced against, picked on, etc. The system seems to take child after child from being innocent, curious, fun, and free and turns them into mean, soulless, little- label-loving consumers. And, because it does this to almost every child who goes there, we call it a "normal" part of being a kid. I've met homeschooler after homeschooler who loves their mom and dad, who is best friends with their brother and sister, who doesn't even know what "Ughs" are and doesn't care whether or not something they wear says "Abercrombie." My daughter is still clueless about this kind of stuff... she approaches other kids: fat, skinny, black or white... and only decides not to be friends with them based on how they treat her or what they do or do not have in common.