http://youarenotsosmart.com/2010/05/19/ ... d-loyalty/
It basically explains why we get so worked up about our little hobby. It's not a bad read if you have a few minutes.
It's also interesting because, as it explains, once you are locked in to a cycle of brand loyalty, you are likely to stay loyal to that brand even if you perceive it as being a less than ideal choice. This means that certain companies out there must be total gits if they are forcing brand loyal customers away. It is one thing to lose a customer who isnt that into your product in the first place. It is another thing entirely to push away someone who has been using your goods for years.
They also mention a study of Pepsi and Coke, which I think is particularly relevant given my interest in getting folks to try new games.
