"Respect others and if they have questions about Glass don’t get snappy. Be polite and explain what Glass does and remember, a quick demo can go a long way. In places where cell phone cameras aren’t allowed, the same rules will apply to Glass. If you’re asked to turn your phone off, turn Glass off as well. Breaking the rules or being rude will not get businesses excited about Glass and will ruin it for other Explorers."
This is because you're an 'embassador' for their company and their product, apparently, and your behaviour reflects back on them. Awww, really? That's weird, 'cos I don't hear Ford, Chrysler, Budweiser, Philip Morris, BP, American Express, etc issuing behavioural-etiquette communiques to their customers (though, in fairness, we're in relatively new technological waters here). Maybe the users of Google's search-engine need to use that product a bit more responsibly too, smile in a Stepford-like fashion while they're keying in their location and personal information, or offer to give free, impromptu training-sessions to random strangers.
There's a zealot-like (borderline-shrill) intensity to this company, it's world-changing proclamations and its apologists sometimes; it worries me that maybe they're starting to believe their own Saviours-of-the-World misdirectional PR-guff. Apple had a similar whiff of The Big Ugh during the Jobs Era, but these boys are amping it up to new levels. They have everything to play for, of course, but there's something a bit... cult-ish, controlling and Church of Scientology about it all.