A lot of startup culture is about breaking the social contract for profit. "Value" is locked up in norms, but you can show up to a place, throw those norms away and make lots of money. Cutting down apple orchards to put in tract housing. Making employees contractors and gaming the system so they compete rather than cooperate. This pattern causes others to seek out norms that can bent for profit, so it has spread like a meme.

In Germany, one can openly drink any sort of alcohol one wants. But the social norms as such that jackassery by those consuming alcohol is greatly reduced. The people there are under a stronger social contract.