it is an intimate gesture.  intimate gestures should never ever be socially forced.  too many intimate gestures have taken place in the church where the victim was too confused or intimidated to punch the perp...no one should ever have to kiss  or have any physical contact that is not mutual.  i keep saying when i was raised the only people we could kiss were lepers.  every other bit of physical contact was pretty much forbidden so you have this generational aspect too.