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Loyalty isn't an emotion as such. It's a rationalisation. Initially you chose your friends on some base human emotion. You now hold those friends dear as a part of a circle of people that define you. Loyalty to your friends comes from a fear of losing that element of your life that you see as defining you. Brand loyalty is based on a trust fear relationship aswell. You want good games, you trust Ninty based on past experience, you don't want to pay good money for something you don't trust, so you'll be loyal to Ninty. same goes for PS and XB supporters. Emotions drive us all. Its inescapable and what makes us human. It shapes our character and directs us to make certain choices, such as which console we'll buy. Loyalty to ice cream over what else? Where's a Freud's recliner when you need it.