We have been on a couple of Viking cruises and a river one next month. Likely the last. I think Viking likes to lull people into thinking that they can't travel without their guiding hand in all things associated with it, planes, transport and the like. And so what Viking says, thinks and does is the only way to do things. So many times I hear questions like - how will I get to the ship/hotel/boat if I've arrived early or late and Viking won't be there to meet me? In pre Viking days, gosh, we caught a taxi, bus or train. And now, Viking meets people in transit if booked on Viking air to get them to the next gate. Obviously some love that experience but I really don't want my hand held the way Viking does in the normal course of overseas travel.
I don't think Viking brainwashes people but I do think they try to make it seem, for less experienced travellers perhaps, that this is the way international travel has to happen. And others simply enjoy handing over the travel experience for Viking to manage. Thats their call. It isn't mine, yet, maybe it will be one day.