Royce believed we must complete a “turning” of sorts to attain true loyalty.
When one judges a cause to be worthwhile and freely embraces such a program, several momentous things happen. The individual’s will is focused and defined in terms of the shared cause. The individual becomes allied with a community of others who are also committed to the same cause. Finally, a morally significant commitment to the cause and to the community develops. This commitment is what Royce calls “loyalty.”
http://plato.stanford.edu/entries/royce/
this makes me wonder….the ’cause’ and how people perceive loyalty to something like Save Darfur vs. a corporate-type loyalty initiatives and programs.