No matter how many times I've talked with Claire or Chihiro about how to behave in the spiritual world, one thing would always come up.
"Follow the etiquette!" Chihiro would warn, only to then go on prolonged tangents about how all sorts of weird rules were in place to keep everyone in check and on their toes.
Apparently, some century ago or so, a huge civil war erupted between the two clans because a provocateur from one side dressed up as a woman, only to throw a huge fit and claim his honor was slighted when someone addressed him as her. There was supposedly some other case when two big clans, with history reaching as far back as the spiritual restoration times, ended up wiped off the face of the world just because someone from their clan didn't bow deep enough when they encountered a young master from the aggressive and domineering clan of the time.