Because people have to support their decisions. Making anything that strays from their choices look bad is one way of doing that.
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I would argue that choosing to play one game, or on one console, does not imply the dismissal of another gMe or console.
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I think it has to do with the fact that, in a lot of cases, it's one or the other. For example, in the console wars most consumers can only afford one or the other, so they make the one they didn't pick look bad to themselves in order to justify their choice.
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That could be it. I don't like that (lack of) logic though.