Got Ritual?

"Got Ritual?" is a pretty clever catch phrase. I've seen it used in a wide variety of contexts, church and otherwise. It appeals, I think, to our sense of relevance. We feel sort of hip to ironically reference a popular commercial.

But to what purpose? The 'Got Milk" campaign is older than my marriage, so it's hardly fresh - no offense Dairy Council. And more importantly, if doesn't say anything about ritual, it just asks if you have one. Since a ritual is hardly more than a habit with style, I expect most people have plenty of ritual. 

Now, there is a new advertisement that I absolutely love that references ritual. And the beer isn't bad, either.

"Good to know there is a ritual, so when you come across it, you can enjoy it properly."  Spoken, of course, with a contested accent. 

What I really like about this ad campaign, and in particular what it says about ritual, is that unless you know it is a ritual, it's just some weird bartender showing off for a pretty face.

What I really wonder is why we think that ANY ritual is identifiable, or definable, by our mere presence at it's performance?