Is it important for students to show excitement for their middle school?

I am suprised that many principals in the middle schools in the Carolinas are not interested in their students showing their excitement for their middle school.  Why?  We try to help schools increase their school spirit but the response from principals is "I am not interested in that this year."  Then what YEAR will you be interested?  I'm totally shocked at many administrations of middle schools in the Carolinas.  I am tempted to speak to the Superintendent of NC schools and express my experience.