They care because they are Japanese.  Pride and poise (especially before the stranger or foreigner) is one of the most important aspects of their public lives.  Of course they will cater to us and embrace our sensibilities to the extent that they interact.  Selling us a product means adopting our worldview during that transaction.  We don't bend nearly as far backward as a matter of course as a Japanese business man will to make his professional relationship perfect. This reads nothing into their own personal beliefs and tastes.  They cleanly separate between their professional interactions and their personal ones.  This is reflected in the exaggerated politeness you've probably seen when they're interviewed live or give a speech at E3. I made this point in another post months ago arguing against the sentiment that the Japanese are laughing at our SJW shit.  They are, but they're not ignoring it (just as I predicted then they wouldn't). In many ways this makes this whole situation WAY worse.  They're treating us exactly how we're (loudly) claiming we want to be treated.  Like you would with a petulant child.  We are the babies in this scenario, and they are the infinitely-patient grandparents.  That's how embarrassing we're being, and how embarrassed we should be about this whole thing.