@ This Troper: That is what I thought when I joined US Cellular. I was pleasantly surprised when I found that we actually live up to those values and they are part of the performance process.
I am no spring chicken and there is not one company I worked for that was this serious about the values. You can be awesome at performing tasks, if you don't live up to the values, you might still look for another job.
Also notice, US Cellular is rated as one of the most ethical companies in the US.