Why do technology fanboys exist?

Apple-vs-google_medium

Specifically, why do people fight about companies in the comment sections of tech websites? Don't compare it to sports, you can go to a sporting event or have a social gathering to watch/participate in a sport. I just don't understand why anyone feels the need to defend the honor of a multi-billion dollar corporation online or talk shit about another one.

Google doesn't care if some crazy hacker Android shill is bashing some elitist Apple snob on Gizmodo. None of the people arguing ever really win. Is it a hobby? An undiagnosed mental illness? An urge to be correct, even though it could not matter less in the grand scheme of things?

Personally, I just couldn't get passionately into something like Apple or Google unless I worked there. Which myself and any of the morons jousting in comment sections do not.