[yomism]

And we happily buy their products absorbing their marketing message: "you are a creative and nice person that does good for the world (using our products, that is)".

And when faced with the reality that Apple is a money making machine and is only worried about doing a bad thing if it dirties its public image detracting from their marketing message our cognitive dissonance starts screeching.

So we, buyers of their products, are good people because they say their products are for good people, right?

Look at the thread and find the comments that say "they will remove the contractors, apologize and so they will return to being a good company, they are the best!".

Samsung sure is worst in their practices but at least they don't coat their public image with a hippy-happy-creative good natured coat. They are a ruthless asian electronics conglomerate behaving as such.

[chippy]

Not only do we believe the brand message, but we invest ourselves wholly in the brand. To go against the brand actually hurts ourselves. To say "I made a mistake investing thousands of days and dollars on this" hurts. Thus, it's often much easier to defend your investment by defending the brand, attacking the attackers and expressing "it's the way of the world" and "that's life, it needs inequality" whilst remaining nice and creative.

Defence of investment, a basic human psychological drive.