The marketing of XP is very deliberate and conscious. Part of it is in co-opting the power of the media; I make sure I'm newsworthy from time to time. Part is in co-opting some of my publisher's ad budget.
I lived near Santa Cruz for ten years, and the whole time, it bothered me what an exclusionary definition of 'inclusion' was in force. Social censure was applied to those who expressed unpopular or uncomfortable ideas.