Deceive and charm are considered amongst the most important skills by the players in my campaign. One of the first things they witnessed in game was the execution by firing squad of an officer who had been too liberal with the truth to his men. From that point on they decided they weren't going to make the same kind of mistakes. Fel based skills became a priority (as did Int, for working out what was going on behind the scenes).
Later in the campaign, the sergeant failed an important deceive roll to the company commissar. Consequently, he was flogged in front of the company and immediately demoted to private. Socially based rolls have been a huge element in the game. I always encourage players to think and act interactions out - and my players do - and these provide situational bonuses as the case may be. For minor things I simply react as if an NPC was a real person and use my best judgement without any roll. For more important situations, I provide bonuses or negatives based on what a player does or says to an NPC. For example, the party wanted to befriend the battallion's professional malingerer and black marketeer, Private Caid. They had to win his trust first by getting on his good side, then by doing him a 'small' favour. Charm figured into this in a big way, but the roll was given a modifier based on how the players actually acted the situation out.
I don't agree that 'everyone is in it together' in the regiment. Like any organisation, a military regiment is full of opportunists, the self-interested, the greedy, and the plain mean spirited (as well as all those who are none of these things). These people will not simply bend over backwards for the player characters, and this fact has led to some very enjoyable campaigns. I love running free-form campaigns that take surprising turns, and rolls based on the important social interactions have helped that to happen in a believable fashion.
Besides which, in about seven to ten adventures (I've lost count off the top of my head) since Beta began, I have run at least three in which there was no combat whatsoever. These have been some of the best loved and most tense adventures in the campaign. Rolls based off Fel and Int have featured heavily in these, memorably in one set entirely in the Brig. In some other adventures there have been combat situations which were resolved in a few rounds or less, and that's it.
I don't play with people who are interested in min/maxxing their stats. In my experience, those kinds of characters are horribly ill-equipped for a varied and balanced adventure (at least of the kind that I prefer to run). There are also many players who don't care that their Aptitudes aren't geared in a certain way, for character reasons, they choose to buff stats they in reality rarely use.
For the record, I let my players use the points system. I advise them what they shouldn't do but I prefer to give my players maximum freedom. In Rogue Trader there were some players who basically pumped everything in the stats they felt were most important to them, and ignored the others. They soon learn't that this was a disastrous gameplay decision and never did such a thing again.