I will never understand this brand loyalty thing, maybe I'm more intelligent than most people but I buy whatever is the best devices, do not care who makes it, when and where.
Just like phones, I keep switching from android to ios constantly, I'm using ios at the moment, but if there would be an android with the same smoothness, a face scan as fast and reliable as iphone I'd go back, in fact I was enjoying my galaxy s10e if it was not for the poor wi-fi and lack of a proper face id or finger print. I also love sony's but don't like they didn't keep up with competition, loved them when they had the best audio and water proof.
In fact I dislike Apple as a company, but no one else is matching the quality of features I want, I couldn't care less about customization, just want something that works well.
Consoles is the same thing, I started this gen with PS4 due to better specs, better OS, better installation of games, etc Bought an xbox X at launch due to better quality, specs, quiet console, controller, backwards compatibility, but then bought a pro because xbox doesn't have VR neither the great ps exclusives. And of course could not be without my Nintendos, Pikmin 3, Wonderful 101, Mario odyssey and breath of the wild are some of the top games I've played all generation (top 10)
Just like next generation, I will go with the company that gives me the best console with the best games, and VR of course, this is a warning to Microsoft, no VR no buy, sorry.