well its all a product of advertising and franchise loyalty. its like two countries fighting over religion; they're fighting simply because they can't agree on a single belief. all wars are started by beliefs one way or another. we can't get along, that much is obvious; but the game companies are no better than the fan boys as they're sort of the cause of it. all of the "we're better than this consol because of _______" influences some of this. its not all society's fault.