[dreww]

they're both smug - what's confusing to me is why anyone who is not a major shareholder of these enormous corporations has feelings about these relatively boring narratives.

[switch]

because it's like becoming a devotee to a religion.

Most people, instead of being the star of their own lives, want to follow a cult or religion or leader.

That's why people get such strong illogical feelings about a brand.

[szx]

You could ask the same question about football fans (or any other sport for that matter).