Less "this is how it should be eaten" and more "I tried eating at this place where the chef insists I follow his rules and I kinda liked it".
I grew up in the US.
Also, you don't have to. You can eat it however you like. But he'll pretend the restaurant is full when you call in for a reservation next time.
I'm amazed sushi restaurants let you in after they notice that. That's a level of disrespect for the chef I can hardly imagine.
You can go ahead and not follow the rules, but that would only lessen your enjoyment of the meal.
Why would you do that to yourself?
Maybe, maybe not. I see no reason sushi would be unique in human experiences by being only enjoyable in one manner by everyone.
Hell, people get pissed off over whether firewood should be stored bark-down or bark-up. http://www.nytimes.com/2013/02/20/world/europe/in-norway-tv-...