But the fact remains that many others are concerned about how they'll fit in; how they'll be treated; where they'll live, eat, and hang out—and whether they'll be treated as a friend or enemy by the administration.

There's a world of difference between an organization that says "Ehhh, we have to do something, so let's do the bare minimum—they'll come no matter what we do" and an organization that says "Since we have to do this, let's do it well. Let's find happy, genuine people, let's invest in this, and let's see if we can convince everyone that this is the spot for them."

Reducing that to "cheesyness" is a very cynical, jaded view, and misses an essential difference between the approaches (and the overarching philosophies that inform those approaches).