@lightweight Yeahh, seems more like 'familiarity'. People seem to flock to mutual points of reference, and brands do that, but web/tech brands are interactive: Alexa much more like a person than a pair of trainers.
I think these are the same people that ignore the implications of their consumption in other areas (e.g. 'where do these sausages come from?')
@douginamug I agree. I think most people's relationship with the "Frightful Five" is more Stockholm Syndrome than anything like a genuine affinity.
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