I don't think so. If it was all superficial, it wouldn't be called "culture" and we would not a make such a big deal out of it. I will certainly disagree with you on some things because our cultures are different.
You yourself fall into "forests are just trees" trap, and it doesn't matters if some kind of mushroom can grow in my forest and some other in your forest. Worse, you seem to give up to the idea that "modern capitalistic world" will make all the forests the same anyway - hopefully you don't believe it is for the better (or rather, hopefully you do!).
I think you underestimate the role of culture because you misunderstand the culture of others. Perhaps because a culture is made of thousands of big and little differences, and its difficult to see how they affects people's daily choices or behavior.