Ever since buying an iPad and reading reviews about it, and the associated comments on websites, the almost religious fervor with which people either love Apple or hate it has left me quite bemused. This post at Gizmodo goes through the cognitive biases that allow us to rationalize our choices in brand loyalty (or hating, as the case often is).
For the record - as listed on my gdgt profile - to date I've owned 2 Windows Mobile PDAs, an ASUS eeepc netbook on which I ran Windows XP and then Ubuntu Linux, and an iPod Touch. I certainly have no brand loyalty. I really only have loyalty to my wallet... The iPad is easily the best mobile computing device I've ever owned.