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Yeah there lies on of the biggest problems of fanboyism. They stop to think about what is really happening. Maybe I am lucky but I usually get behind these marketing tactics very easily. I laughed my ass off when I heard the first time that Nintendo claims the Wii to be the "new generation". It has a nice ring to it, but it doesn´t mean really anything. It's not about pointing at Nintendo especially but it's the most obvious example for me. The only way out of it in my opinion is to be honest to yourself and don't act on emotions only.