[wnevets]

A great example of this are console "fanboys". Not only will they defend the multi-billion corporation that makes the console they bought, they will get upset if a game is playable on a "rival" console. Another aspect of this phenomenon is people using the products they purchase as part their personal identity.

I own a Mac, I'm a hip techie

I own a Xbox, I'm a hardcore gamer

[Apocryphon]

I think there's some basis to brand tribalism. If the purchase involves a substantial time or money commitment, you want affirmation that your investment is justified. As well as the usual social signalling that comes with having a product that's supposedly superior to the ones that others use.

Not sure why people would go to bat for amorphous trillion-dollar corporations that readily offer their services for "free", though.

[dijit]

Speaking from my own position as a person who owns a console and does not play games on PC (unless they work on OSX, which is rare). I haven't seen much Xbox/Playstation fanboyism... I don't doubt it exists in some sect, but it can't be as pronounced as say: google advocacy.

There is a more general backlash against the "console peasant" statement though, because, speaking personally; I don't like being insulted just because I refuse to waste an x86 on Windows.