I have seen reports of how things go in "old money" families. It doesn't look at all like the idea we make of families.

They have access to vast amounts of resources, but family members don't have free access, far from it. There is council that decides how the funds are allocated, and when family members need some, they need to pitch how they are going to use it, and the expected returns. And if some family members are deemed unworthy, or don't follow some rules they can get expelled and lose access to the familial wealth.

So maybe that's what companies mean by "we are family". Or more likely, it is a combination of the perspectives of the modest families with the warmth of the wealthy ones.