It's the basis of a lot of consumer choices. Why do I drive a Honda and not a Subaru or Toyota? It could be because I first got laid in a Honda or I like the placement of the radio knobs or the fact that the dealer gave me a better deal. I think most consumer decisions go that way. It's after we buy whatever it is we buy that we come up with the justifications of how it was better because of this or that.I love the superficial nature of many of the reasons here... quite refreshing!