The theme of the book is looking into why people buy. There are examples of brands, like Apple, and Harley-Davison, where the product takes on religious overtones. Now, not every product will do that, NOR will every person have this, but numbers of people do. Apparently, individuals who are hardcore fanboys, their console of choice takes on religious overtones.
What the book says is that certain brands trigger the same part of the brain that is trigged in religious people with their religion. Hawkeye, in your case, odds are your videogame interests aren't anchored the way your religious beliefs are. But the unbalanced fanboy?
After all, who else argues about the importance of videogame sales in reference to their preferences, unless it is religious in nature, and they are defensive, or need to convert?
In my case, I do have a bit of emotional attachment still to the Atari Fuji logo, for example:
It is in my XBox Live profile.
