Its not that its uncommon, its just a tiny fraction of total tourism.
The visit some museums, take some pics, talk to some locals, have a couple of adventures, and then they feel deeply emerged in the culture they still know nothing about (and don't really care to learn).
Actual caring for another culture is not shown in some travel. It takes long (even life-long) devotion.
And if it's more than one-two cultures, it's more of a sampling at a buffet, than any deep connection...
And if they're really serious, then proving it by putting skin in the game, not just a 2 week retreat: moving there, for example.
Even the latter, hardcore thing, is not some elite suggestion. Millions have done it, including richer, middle class, and poor people, that were fascinated with another country / culture / lifestyle.
What you see as "superficial", I see as a starting place. Maybe you don't really get to know the locals, but maybe you do get to meet other tourists from other countries, and then maybe you feel more comfortable traveling to their countries.