interaction design - What makes the elevator experience so awkward?

Elevators are some of the most awkward antisocial experiences that we face almost everyday and no one seem to be doing anything about, while it could be revolutionized.

The question is: What makes the elevator experience so awkward?

PS:
Breaking it down into list of factors is a +
Referencing actual research, experiments, ideas is a ++

EDIT:

In case you perceive this as a none-User Experience related question, consider how interaction design plays a huge role in altering user behavior in many aspects of life, here is an example:

https://www.youtube.com/watch?v=SByymar3bds

"User experience" encompasses all aspects of the end-user's interaction with the company, its services, and its products."
- Don Norman