I'm pretty sure people want to feel BONDCLUDED in a similar way TEAM CHUD has so notoriously accomplished with ⒈ another.
It's a desire for camaraderieic coteries that make you feel like a part of something, a part of a set that MATTERS. The type that gets peoples' fingers snapping and saying, "hey, it's the guy from TEAM (BLANK)!"
(I can't say I BLAME THEM though——those guys got a badge and everything!)