The sluggishness displayed by most kibbutzim in their efforts to install a detailed linguistic landscape, despite the conditions prevailing today in those communities, raises the question: what underlies the difficulty in endorsing that pattern? This, particularly seeing the widespread support for it, is grounded on convincing pragmatic arguments. Entrance and direction signs to various centres of activity have long been an accepted part of the kibbutz space, but a model of comprehensive linguistic landscape is slow to emerge, and so far has reached only a few kibbutzim. Even more paradoxical – since the issue is ‘in the air’ and familiar to kibbutzniks. While rejection of this project can be explained in various ways, they fail to convince. The authors contend that a more far-reaching answer to the enigma can be drawn from Tönnies’ theory, which distinguishes gemeinschaft and gesellschaft. Accordingly, one should seek an explanation of this enigma in kibbutzniks’ perceptions of their community which run counter recent structural developments.