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Professional organizations aren't considered the same as social organizations (people don't really wear letters often, etc) but I have a lot of friends in Delta Sigma Pi (the Business fraternity) and it is well-respected and people are very open about it. Maybe the fact that this is chemistry-associated?
I don't think they are embarrassed to be pledging this organization. I guess they have a very strict pledge process? (I find it odd that they would have to wear pledge pins but then not be able to say what organization they are pledging -- if they REALLY wanted to keep it secret they should not have pins...)
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