A recently screened BBC docSecrets of the Superbrands (unfortunately not available for online streaming in the States) analyzed an MRI of an Apple devotee and found that the brand stimulated the same areas of the brain as religious imagery does to people of faith.
Interesting, though not terribly surprising, given some of the Macheads I've known. The question this opens up for me is of the similarities to religion that can be found in a devotion to animals or animal causes.
I mean, anybody who's ever been subjected to a vegangelist sermon can't help but make the religious connection. And it's probably safe to say we all know somebody -- or many people, for that matter -- involved in canine hobbies who are merely a step away from declaring Jihad against this judge, that competitor, against, well... whoever it is they currently perceive to be in the way of their dog's ultimate success. And while we're on the subject of pets, there are many people for whom rescue isn't just about finding good homes for animals, but an entire way of life.
Now, Apple makes some undeniably great products, and it is true some of its followers are borderline fanatical (I know a woman who will not even allow PCs on her home network), but I have a sneaking suspicion that people who are heavily involved with animals and animal causes are a bit more fervent on average.
So who wants to pay for the MRI?