The learning of only Chabad seforim isn’t the only thing. I’ve been at Chabad bar mitzvahs and weddings. They make a whole ordeal out of reading the Rebbe’s letter! For those who don’t know, the Rebbe had a standard letter that he wrote wishing a mazal tov on a simcha. At Chabad smachot, as part of the ceremony, they ask everyone to rise, and then they read the letter. I was at a bar mitzvah once, at a table with non-Chabad neighbors of the family. Most of us did not stand, and the MC (it wasn’t the father of the bar mitzvah boy) got upset at us and called out our table publicly for not standing.
I though the whole thing was bizarre.
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