Conformity, Why is so attractive

Reading this interesting article about the Chimpanzees, I can't but speculate how much of this behaviour we mirror ourselves.
Kids are particularly vulnerable to the social pressure to conform to society rules and as adults wear some of these attitudes without even realizing that we are doing it.
Don't take me wrong, some degree of conformity is needed, but sometimes we approach our relations, more looking on how they will be seen from the outside, than what really is going on between us.