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because in every game, on every set piece in the box, there is a lot of pushing, holding and hugging going on. Seriously guys, this isn't a USA thing. Perhaps it seems that way because you don't see a lot of soccer but unfortunately it is a part of the game. It really is like NFL holding where they can call it on any play but allow a lot of it "if the hands are inside". :-)
I watched the Spain game yesterday where there were two pretty clear penalties in the box that weren't called. It is a judgement call made by an official 20 yards off the ball. We also have the advantage of close ups on TV, which look a lot different then things do at field level.