I think it's basically the thought that a great culture is one that is strongly held. The wheels are liable to come off quite quickly if that's the only criteria. I'm confused because it's quite simplistic and reductive.

The obvious alternative is a bottom up organization of culture although most companies are not setup for that to work well. The actual reality is going to be a combination of both. I'm sure everyone's worked in environments where the corporate values are treated as a joke.