Not living in the cave anymore …
some how in the real world is very often we are dealing with people from other culture. it doesn’t necessary those people are coming form other country or continent. but maybe as simple as from another province.
maybe if you just say hi or meet them for a short period and not making any big decision, it doesn’t matter. but if you are making business deal , that become another story
the advantage …
so, how about cultural study ? this is the interesting part of the cultural study. trust me, been there don that 😀 if you understand their culture, there is 50% chance you will be able to “read their next step, or the decision” … i will make you some very simple example. if you are dealing with people from lets say japan they are very strict about the time. So being on time is very important, on the other hand, dealing with Italian, they more relax about the time. so if you come to early or lets say very on time, when you are met with italian person, it still OK but it just feel a bit awkward you know.
there is too many example about the advantage of cultural study, and for me there is nothing wrong to have better understanding about other people culture, more study more knowledge equal to more advantage !
INDORIDERSDIARY 
hehehe…