We have emotional connections with the companies and devices. People don't want to come to the belief that the product they bought was the wrong choice and will go above and beyond to defend their choice of console over the others. Some people, like those who have been with Nintendo and Sony since their inception will attach the positive emotions they enjoyed as a child playing those devices as sacred and anything which will obstruct that belief is in itself considered anti THEM.
I will always buy my children and myself Nintendo products because I grew up wanting a Nintendo, obsessed reading about project reality and bought a N64 with my own money as the first console that I owed with my own cash. I enjoyed that console so much that whenever my friends said the Playstation was better there would erupt a 58MT Butt Hurt argument from those of us who enjoyed Zelda and WCW world Tour, Golden Eye and those who enjoyed Crash and that other crap on Sony.
Wonderful, personal, hateful arguments.
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