That's what CP is saying then. Use "norms". Don't use "culture". Not sure what we are arguing about here.
Norms are fundamental to any team. Teams with norms have high floor. Teams with norms, and talent and hardwork, have high ceiling. You can gel in whatever awesome way you want, and you still can't beat Alabama.
Let me make my point clear. I am not arguing against norms, or culture. My whole point is, great team doesn't win because of "norms". Great team wins because of talent, hard working and attention to details. They also need to have good "norms", but that's not the differentiation factor. And yes, the members don't necessarily like each other.