" Whenever I visit the United States, for example, one of the first things I notice is that no one ever touches one another, especially the men. In America, touch is perceived as sexual. At the same time, American culture overemphasizes sports, especially football, which is one of the few places where men are given permission to touch, slap, wrestle, tackle and hug one another. "

― Martin Lindstrom , Small Data: The Tiny Clues that Uncover Huge Trends