Etiquette doesn't just mean RSVPs and dinner party manners, it's a reflection of your entire outlook on social interaction and public life. Not holding the door open for a little old lady says something about you to everyone who sees it -- namely, that you can't spare five seconds to be a half-decent guy.
In most situations, your image and appearance isn't just part of what defines you; it's the only thing that defines you. People who don't know anything about you are going to fill in the blanks with the only information they have, which is how they see you behave. Regardless of how you think of yourself, one awful social habit can easily become the thing that comes to identify you: Anyone who sees you chewing your food like a cow and acting belligerent toward your waitress is going to remember that stuff far before your job title or sophisticated wit.
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