Well, I think I know a bit of how fanboys think, as I've been there. For a period of years you could call me a Nintendo fanboy, but after the Wii launched, I went as far as the ''Nintendo betrayed us''-route, until I redeemed myself. Only after I bought an Xbox 360 and saw that the things offered there weren't all that amazing after all, I went back to Nintendo, and finally got to know my Wii. I now have a PS2 as well, so I quess you could call me an all-rounder now... but of course there's still the Nintendo heart beating in my chest, if you know what I mean.
So I think I would call myself a rational fanboy, if that doesn't take all the meaning away from the word ''fanboy''':P
On topic, I think fanboys don't intent to give their company such a bad image, and it also doesn't have anything to do with them being stupid or something. I think their devotion gradually slipped into irrational blindness. They essentially identify themselves so much with their company, that they become one with their company, seeing competitors only as enemy threats. And then the survival instinct kicks in...
Of course, you have the type of fanboys that take it even further and go out hunting, like our friend Esa-Petteri in this case.
First post! I'll make an introductory topic later, don't feel like it right now.