People that go to Burning Man hold themselves above people that don't. They think they're better than everyone else because they partake of this great ritual ceremony that bonds them to each other and a greater good.
There are three ways Burning Man people will tell you about it: The first is to give you a quick "Let's Go" and hope their excitement rubs off and you'll want to go simply because they think it's so great. The second is by telling you to read a twenty page essay, or, lastly, they'll tell you to read the book about it.
In many ways.
People that go to burning man try to recruit people that don't to go with them, while still holding to the stipulation of the above (Meaning without actually saying what it is).