Drinking the cool-aid is generally enforced.
I remember working with some Swedes, who brought with them the (to engineers and fellow europeans) refreshing northern honesty/cynicism. Well...suddenly, after a trip to South East Asia to talk to our outsourcers (who were, er, "less than 100% effective") he suddenly started gushing in the typical corporate speak about how amazing and wonderful everything was. All the engineers wondered what had happened to him.
Two weeks later he was promoted to director.