What makes Greek life "hot" in the south?

[Zillini]

I grew up in the Midwest, primarily Illinois and graduated from the UofI. I moved to Alabama 14 years ago. I've been amazed at the cultural differences in Greek life from the Midwest/Big 10 and the South/SEC. I've read through all the opinions here explaining why and have agreed with many. Love of tradition certainly plays a part of it, but it's more than that. Yet I can't find the words to fully explain it.

I remember a conversation I had with one of my brothers years ago. He's a Pike, also from the UofI and was living in Chicago at the time. I had just survived the exhausting weeks of Recruitment workshop and Formal Recruitment. I was physically and emotionally exhausted, which is the norm. He asked a reasonable question "What exactly do you do there? Why is it so hard? You're just an advisor. It's just Rush. It's just a sorority." There is no easy way to explain it. Even when I explained what all I did, he still didn't get it. Years have passed since then and I still can't explain it. I've come to realize until/unless you experience it firsthand, it's nearly impossible to comprehend.