> As a secondary effect, applicants of course notice that they are more likely to be hired if they just pretend like they care. And if everyone pretends, the one person who says they are just there for the money is at a disadvantage to everyone else.

I've seen people motivate this by saying that not faking it shows you lack social skills. In the end the customer is never wrong, and when you are selling your time the customer is your manager so keep that smile up! (I hate this culture, but I adapted just like everyone else)