You act out, people will notice, and disapprove. A New York argument is a lot like a baseball argument, a lot of noise meaning nothing. The LA thing of talking about busting balls and kicking ass is deemed childish here. If you can do that, no need to advertize. The SF thing of let's all be friends until business gets in the way is truly hated here.
Friends are friends, business is business.
If you're a friend, you better act like one. The people who are truly respected here are known for how adult they act. George Steinbrenner is detested for his tantrums. Keep your word, you'll be known as a stand up guy, a very New York compliment. Don't and you'll be called an asshole.