In answer to a sister comment about a location where pairing was only for the underlings (https://news.ycombinator.com/item?id=27103743) I will say that one other thing Menlo does to show they are serious is that the do pairing in other places too. Even their "High Tech Anthropologists" (people who get the specs from the customers), and the project managers work in pairs. I think that helps the culture around pairing significantly.