Drinking from the same vessel as a Samaritan was interpreted as violating the Levitical laws of impurity. She was a woman and therefore Jesus, being regarded as a teacher, shouldn't have even talked to her. It may not be considered socially acceptable to invite people in the shopping malls. They were repeated as many as ten times, consuming much time and making great delay. Jesus clearly had no regard for this social custom for obvious reasons.
Social custom gives way to the great urgency of the message.
Jesus' treatment of social custom gives us new insight into what He meant when He commanded us to compel them to come in, that My house may be filled. It may not be considered socially acceptable to walk up Main Street and invite people. I am reminded of a story of two booths at a fair that were beside each other. One was spreading the gospel and Jesus Christ and the other was propagating communism and Karl Marx. The Christians were having no success and were amazed at how effective the communists were at getting people to listen to their message and take literature.