It mainly stems from the incomprehension that the console industry receives all the mainstream press, advertising and public attention and the PC gaming world is largely marginalized under the logic that if one can spend more time and money on a better game playing platform that it should be the other way around.
Of course, the closest thing there is to branding in the PC gaming world is Nvidia and Windows, and even that doesn't apply to every PC gamer since there's a big divide between ATI and Nvidia, ATI and Intel, Windows and Other (the tiny percentage that is OS X and Linux).
In short, PC gamers kind of have an inferiority complex, not with regards to hardware, but with regards to the level of attention their platform of choice receives in the mainstream.
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