To admit to oneself that the brand and the feelings that the brand makes is wrong actually causes actual psychological harm. It is more logical to defend any at

To admit to oneself that the brand and the feelings that the brand makes is wrong actually causes actual psychological harm. It is more logical to defend any attacks. Further, for Apple, most HN/Startup types have the whole suite of Apple products, hardware and software. They have invested tens of thousands of dollars, each, over the years in this brand. To admit to oneself that they made the wrong choice and wasted all that money causes actual bad psychological hurt. Further, for Apple users that have invested thousands of days, each, over the years in using the products and software. To admit to oneself that they made the wrong choice and wasted all time causes actual bad psychological hurt. Far easier, and logical and less harmful it is to defend your substantial investment.