(Jeez, this forum won't let me type the title of an article because it contains an incendiary word. I've tried to work around it...) NBCNews has just published an insightful guest piece by Lifehacker Thorin Klowkoski: "Psychology of a fan boy: Why you keep buying the same stuff." This forum won't let me link to the piece directly, because the URL contains the dreaded F word fan... But you can reach it indirectly from here. Klowkoski strips away our pretenses and shows how we become loyal to our favorite brands not because they're better, but because we have invested in them financially and emotionally, and also because this loyalty gives us a sense of belonging. However, I think he has overlooked a broader kind of fan boyism: allegiance to a platform (Micro Four-Thirds, Android), not to a single brand. I would like to think that allegiance to a platform marks one as less parochial, more sensible, than allegiance to a single brand. For example, in my film days, I was nominally a Pentaxian. But it wasn't Pentax cameras and lenses that I used so much as K-mount gear from its rivals: Ricoh, Sears (by Ricoh), Cosina, Chinon, Vivitar, and others.