I know your talking about consoles, but my loyality comes from companies that have never truly disapointed me over years of experience...
Anywhere from a majority of Sony products (Playstation/Bravia/Vaio/Ericsson)
to 3D Realms/Epic Games/Rockstar
to Saleen/Mercedes-Benz/
to DKNY/Kenneth Cole
These companies always bring in newer products that are better then the previous... Not once have they disapointed, hence my loyality.
Personally, The first thing on my mind is design, The last thing on my mind is price. Features/Power is always there no matter what
Although because I prefer the Playstation brand doesn't mean I dislike its competition, I absolutly love the 360, can't go wrong with GoW and Halo Campaign! The Wii is good, I think I just prefer my console to take advantage of my big HD screen... Playing games is my excuse to be lazy, I don't want to get up and move my arms around :(
This is just me, I'm the minority, no attacks please :)