If I may run with your point, I think that pride is something much under-rated and or abused in our culture. I'm not saying that pride isn't a problem taken too far. I'm saying that pride in who you are, what your roots are, your values and standards... that is part of what keeps you solid as a person.
Consumerism takes pride away. You are your wallet.
People don't sing to a flag or carry one around on their car because it's pretty. They do it because it means something to them. And as I said earlier about context, what it means is very specific to them.
Thinking about it a abit more I guess some of those person specific things are common to others. When we recognise those thing sin others it make sus feel part of a community, and we humans are a community animal. It's an essential drive for us.