It’s indoctrinated into every Tech student from the very beginning, from the day they all settle in for freshman convocation. The specific flavor differs from year to year, from generation to generation, but the gist is always roughly the same:
Look at you. You’re at one of the best public schools in America. You’re among the elite of the elite. You could have settled, but you chose to challenge yourself. And if you can make it through the grind here, you’ll be set for life.
Some form of that message probably happens with every incoming class at every college in the country.