There are things I've wanted to add to my prior thoughts on the matter.
First, I'd like to ask you to have a read of this, and please try and consider what the article is attempting to tell you as you read it. This is relevant because this sort of brand loyalty can be applied to consoles as well, where a person becomes so wrapped up in how much they love one brand -- be it XBox or Playstation -- that they stop asking what the product can do for them.
What happens often here is that inferior products can gain a market stranglehold because of human psychology. You may or may not be familiar with object sexuality but it's important to read up on in regards to where I'm going to go with this. A person can feel affection and even have romantic inclinations towards an object for various societal reasons, they can see the object as a friend. From our youth, we're taught to do this with toys, so we build up this mental construct wherein this thing or object can be a friend. Some children have imaginary friends, others have toy soldiers. You get my drift, I'm sure.
This applies to brands. The human psyche works in such a way that if you feel that a 'thing' is trying to be cool to you, trying to entertain you, and trying to produce what you want, then you become inclined to like it. This can be gamed, and predators can use this to manipulate groups of people to get what they want. You get to a point where you stop asking what the product can do for you, and you instead lean towards doing things for the brand, because the brand loves you, and you love the brand.
You don't stop and look at available games, or specifications, or what boons and caveats are available with each system, you'll even invent reasons borne of apologism to explain why you prefer one over another. Like how the PS4 is never going to have good games, the XBox One's kinect is a huge problem, or the PC is going to cost you bazillions! There's always an excuse that acts as a barrier of irrationality to stop you from looking at the products themselves. It would be bad for brands if you stopped being loyal to the brand and started actually looking at what each product could do for you, because then they might actually have to compete to try to win you back by offering YOU more.
You get caught up in the brand lifestyle, of how "cool" it is to be an XBox One fan, or whichever other brand. You become absorbed in it, and you make excuses as to why other brands are bad even if you're presented with contrary evidence. This is known as cognitive dissonance, it's something that occurs when you want to think you've made the right choice, wilfully and stubbornly so, and you'll go to lengths to reinforce that. Brands prey on this as well to help keep you as a customer by reinforcing your cognitive dissonance.
And suddenly you stop being self aware, you lose your awareness of the market, you stop thinking. You just stop thinking. You no longer look at options to see which is the best for you, you no longer ask which product is most suited to what you want, you just have your brand and you remain loyal to it. Less thinking! It's so much easier to not think. You can just switch your brain off and spend, spend, spend, and spend some more. You have your brand, you don't even need to think about what's worth buying or not, your band will tell you.
Now, we might need an outside source to prove this is true. So I'm going to point the finger at Apple fans. Here's the thing: Brand loyalists are all as bad. Whether it's Playstation or any other brand, they're all the same. Some people think Apple fans are bad because of the way they endlessly consume Apple products without ever thinking about it, but brand loyalists for any kind of system are exactly the same. And even if a person might become disillusioned with a brand, they'll instead just look for another brand to take over their thinking for them, rather than actually thinking about the products they're buying.
It's very easy to just turn your brain off and not think, it's comfortable, it's simple, and it's scary when you actually have to think about what you're doing with your money. That's where the brand really cleans house, because so long as there are brands around, you won't have to. If one brand disappoints you, you can run headlong straight into the arms of another giant, corporate brand. That's how things are.
And that's a pity, really. A damn shame.
This is why the economy of the industry is a little bit screwed up. You have mainstream brand loyalists who would offer their favourite brand logos -- like EA and Activision -- whatever they wanted, with no shame and no limitations. At the same time, they're programmed to hate anything which isn't a brand. Doesn't have a big, corporate logo and brand? No annual franchises? That can't be good! Same goes for consoles. People are approaching this new generation without even stopping to think what's right for them, instead they're just being zombies -- ready to consume.
Whether it's "OOONE! OOONE!" or "FOOUR! FOOOUR!" it's no different than "BRAAAINS! BRAAAINS!" now, is it?
And this is where I would implore people to stop and look at the products, rather than the brands. Whether that product is the PS4, the XBox One, or the PC. Consider the PRODUCT. Be self-aware, don't be a zombie whore for some corporate logo, and stop spamming forums with things about which console is better, or which is truly the most 'next gen.' Stop and actually think about the PRODUCT on offer. Only then can we move on.
Really, I'm just sad to see people reduce themselves to being shameless zombies. You can all do better than that. So what does it matter what's what? Just look at the PRODUCT, and pick the product that's right for you. Screw the brand.