SS is based on Feudal Law. Therefore, class of the individual is everything. Rank and class are vital to all aspects of life in SS. Loyalty and honor matter above all else.
Ichigo is from Modern Day Japan... soft democracy with ancient feudal under-tones, but highly influence by western Civ. They play the societal contrast to make the plot lines more interesting and to create situations funny.
These Feudal social standards are enduring upheaval within SS... I back this by the Vizard descension, Urahara, Isshin, etc etc... So, The old man is aware of these societal changes but the Noble Families are fighting amongst each other. at this point there is no way to tell how many Royal Families have been outcast creating SS enemies. <--(Memories of Nobody)
The story has depth, that is why i dig it. This episode builds upon those intrenched internal conflicts. I like more than I thought I would....

I still dunno how they will bring this full circle back to the main line story... Cause thing flow right through after the last Anime Fight Ichigo - Grimmjow ... Some one new shows up