The problem with this and many companies trying to be family etc, is that they completely misunderstand what a family is.<p>Most think a family is a group where people love each other and care for each other. This is wrong, love and affections are symptoms of a healthy family, you can love and care for your friends, you don’t have a family with them. You can actually not really like spending time with many people in your family, but you are still a part of a functioning family (many such cases). In extreme dysfunction, individuals in a family face abuse but for all our intuition they still are a part of a family until the state intervenes.<p>To this one might say a family is then bonds that occur due to blood relations between its members. This again is a symptom, children in an adoptive family still constitute a family.<p>So what exactly is a family? A family is a binding contract where individuals agree to stay together regardless of the circumstances. In the past this contract was enforced to death out of necessity, now this contract is enforced out of necessity till the child becomes 18 generally. There may be hatred, sickness, or a litany of other disturbances but the individuals still stick by each other. This by definition is something a company cannot recreate (without coming awfully close to slavery), and thus it is hopeless for a company to try to aim to be your family. You can leave when you want and they can let you go when they want. That simply is not the same bond as a family.