Because by invoking the image of the family, the valor of doing whatever it takes naturally follows. You’re not just working long nights or skipping a vacation to further the bottom line; no, no, you’re doing this for the family. Such a blunt emotional appeal is only needed if someone is trying to make you forget about your rational self-interest. You don’t have to pretend to be a family to be courteous. Or kind. Or protective. All those values can be expressed even better in principles, policies, and, most important, actions.
