Friedman cites over and over again, Stephen Covey (Author of 7 Habits of Highly Effective People) as an inspiration for his Fundamentals. Covey doesn't hide his belief that God is the source of his advice and principles in 7 Habits. Covey was a Mormon, and placed Mormon concepts such as being Gods in embryo stage into his book by rewriting it as "limitless potential".
Friedman uses the word Rituals to describe his process for ingraining the Fundamentals into a business. The top 5 definitions of the word "Ritual" are religious in nature.
At one point he cites the success Ritz Carlton had in ingraining desired customer service via their 20 Basics. But in Ritz Carlton's case, it was tangible, measurable things directly related to job duties such as "Escort the customer to an area of the Hotel rather than just pointing the way".
Friedman's version of the 20 Ritz Carlton Basics are not tangible, measurable things directly related to specific jobs, but instead are more generalized personal betterment and philosophical ideas such as "People are good, fair and Honest". I felt the book veered into general self-help rather than anything that can and should be implemented into offices.
He advocates starting every meeting with a Ritual, such as contemplating a Fundamental. This is eerily like a prayer and reflecting upon Holy Scripture. Considering Freidman is a big fan of Covey's pseudoreligious writing and teachings, it starts to make sense why the book feels like I am being indoctrinated into a faith, rather than being given solid business advice.