The main thing I hate about the comparison between fans of sports teams and fans of consumer products is that the former is inherently about competition. I mean, I'm not the biggest sports fan in the world, but I do get the fans. Like here in St. Louis, this is Cardinals nation. If I were ever to hop on the bandwagon and decide to get into baseball, it kind of comes with the territory that I'd want to see them be better than the other teams. After all, that's the entire point of the sport. I'm not saying that such people don't exist, but it seems difficult to me to be such a fan of the purity of any particular sport that you just enjoy seeing the game played without any investment at all in which team wins.
But Sony vs. Microsoft or Apple vs. Samsung or Ford vs. Chevy? Unless you're an employee of these companies or a stockholder, there's no inherent need to be invested in what sells more. The idea is that you buy a video game console to play games, you buy a cell phone to text, make calls, and surf the web/play games. You buy a car because you need a way to get from point A to point B. There's no need to be part of the winning side and cheer on a corporation for making a product consumers want to use. These are supposed to be utilitarian purchases, not lifestyle investments.