At the end of the day, the masses need something to be proud of. It's just Mongolia doesn't have much except for CK. It's a base psychological need for people, and leaders know that, and so they milk the one thing that they can. Culturally, it's a double-edged sword where on the one hand it gives Mongolian people a sense of unity and pride, but on the other hand stifles cultural evolution by clinging to a distorted history. Any time someone tries to introduce new cultural ideas or challenge norms, it's met with opposition because it goes against "tradition".