Why do we feel emotional about different technologies and companies?

I am catching myself all the time getting emotional about products and companies. My feelings for a product or a piece of hardware or for a whole company can span from irrational support to irrational despise. I was wondering why people get attached to things that naturally should be treated such as tools. But is that assumption true? I could give a ton of examples to make my point clear but instead I will just drop some names and you can test the feelings that you have: Microsoft of the 90s, Apple, Linux, Ruby, Python, iPhone, Android, Google, Yahoo, ...