"You will serve in silence", which accompanies the Elder ripping your tongue out and eating it in front of you.
How about seeing dead human bodies hung up just like any other type of animal meat?
Your everyday life is just a cover for a horrible, horrible secret. You want to be a hero? Good luck: Your life will be turned upside down to manipulate you and exploit your dark tendencies to turn you into a monster who kills random people and feeds them to freakish creatures that live underground. Also, try riding a late night subway after watching this movie and not being... jumpy.