I'm not sure that I can answer that question, I'm afraid. I should have put it in quotes and it was remiss of me not to have done so.
I think it's supposed to mean something nice though - something warm and friendly like 'we're all in this together'. It's an ill-defined term that's often used in politics, where ill-defined terms are really quite useful.
On the other hand, it might be argued that "We will start at 5:00pm." is a little cold and machine like, and that might account for the popularity of (2). See what others say.