It's very sad, but true I think. Feels like social engineers are pushing things in that direction too it seems. Recently there are loads of cultural references (at least in the UK) to 'heros' and heroism, and to 'teams' such as 'Team GB' and even 'Team Murray' in what used to be an individual sport like tennis! There are a lots of other signs, but they are too subtle for most people to notice.