[hm8]

I guess this is just a way of confirming your choice with so many out there. This is similar to the Google+ and Facebook buzz that was there a some time ago.

Also, people want their favorite companies to be pitted against their closest competitor and when they emerge victorious, they have a sense of pride about it.

To end, this is very similar to the emacs vs vim or windows vs linux vs mac or the browser competition where people just want to establish their some kind of superiority over the others.