Actually in what may be an extreme example, I haven't bought a particular console this generation not because I feel a certain company deserves my loyalty, but more because a certain company I feel doesn't deserve my loyalty.
I own a Wii, I want to buy a 360. I can't possibly support Sony this generation though for reasons that I'm not gonna bother going into, it'll only divert this thread elsewhere. I have done for two generations, as well as Nintendo at the same time (owning a PS1 / N64, PS2 / Gamecube) but this time, my loyalty will eventually go to Microsoft, Sony don't deserve it from me because I can't (as a gamer) support the direction they want to take videogaming into.
Yes, I am restricting myself from some of the gems the PS3 will undoubtedly get, but in the long run I'll learn to accept that, again for reasons I won't go into for fear of digressing.
In the end brand loyalty I guess will play a huge part for many gamers, but speaking for myself, I believe my loyalty is well founded and well justified because at heart I am and always will be a passionate gamer, and my loyalty goes to those I feel are beneffiting gaming for everyone in the longrun.
