Because shared trauma bonds people into the group that gives them their identity. If you go to some other store, or are indifferent enough about the thing that

Because shared trauma bonds people into the group that gives them their identity. If you go to some other store, or are indifferent enough about the thing that you can wait a few weeks for it, well then you're not a true believer, are you? Shared trauma is the reason for hazing new entrants into something and the various painful religious rituals, circumcision being the one that comes to mind. You value something more when it cost you something. That iPad is much more cherished when you had to endure something to get it. This does not make Apple a cult, just a lifestyle brand that has become a badge of identity. BMW have also just about managed to be seen as "different" and "special", despite being very widely owned, at least in Europe.