US/THEM-ING TYPICALLY involves inflating the merits of Us concerning core values--we are more correct, wise, moral, and worthy when it comes to knowing what the gods want/running the economy/raising kids/fighting this war. Us-ness also involves inflating the merits of our arbitrary markers, and that can take some work--rationalizing why our food is tastier, our music more moving, our language more logical or poetic.