A marketing student in the UK uses social psychology theory (circa 1956) to explain the ignorance of fanboys. Hopefully, fanboys will read this and wake up.

Explaining Fanboyism Through Cognitive Dissonance
Here is a recent article of mine from MI6 Game Marketing

Consoles are a big investment. Like other expensive electrical goods the decision to buy a particular console can be a long and extended process. This is especially true considering how expensive modern hardware is by contrast to previous generations and the current economic climate.

Stumble it!