I guess I'm old school, but bowing and showing respect are big in my book. Yeah there's a place for being informal and being laid back, but since BJJ is a martial art that teaches us not only how to defend ourselves, but if we choose to can really hurt other people, simple acts as bowing and shaking hands with everyone in class I feel fosters humility, good sportsmanship, and respect.
Anyway, as for my school, its very different from the original poster. We are encouraged to wear GB gi's, and if we don't to try and have patches on. Even if you don't have patches (I don't even think they sell them anymore), its fine. I know people that have even competed without GB gis but for me, I'm proud to be a Gracie Barra student so I wear my GB gi when I compete (I have 2 korals that I use along with 2 GB gis).
The rash guard/tshirt is for hygiene purposes. As Padlock mentioned earlier, not swearing/cussing is just common sense, especially when you have younger kids around (also another simple act that promotes humility/respect). When we get belt promotions we are given the belt for free.
Really I think the reason why GB America wants everyone to have a GB gi is to promote team spirit rather than as some sort of money scheme.
To be honest, I looked at the stuff the TS posted, and if the head of the school was worth learning under then really what's the big deal? Its their school and they can enforce what they want. As others have said, if you don't like it then you can go to a different school.
Another thing, people need to realize that although we are all under the GB flag, not every GB school is run the same way. I think the only thing the TS should be faulted for is making it seem like EVERY GB school is run like this as opposed to just their school.