Different people (and cultures) seem to put very different weights on these things.

Here's an example:

You're a government minister who has to decide who to hire to do a specific task. There are two applicants. One is your brother, who is marginally competent at the task. The other is a stranger with better qualifications who will probably be much better at the task.

The answer is "obvious."

In some places, "obviously" you hire your brother. What kind of heartless bastard won't help out his own brother by giving him a job?

In others, "obviously" you should hire the stranger. What kind of corrupt scoundrel abuses his position by hiring his good-for-nothing brother instead of the obviously superior candidate?