Fanboysim...

Let me start by saying that i love technology in general as do all of us but my question is why the hurt against one company or another whether it may be Microsoft, Google, or Apple. they all are bad and good in their own regards but why do we have to pick sides why cant we say look this cool ill get it or i want that! but instead we put people down by saying its not from our favorite brand, rather than us deciding for them why don't we let them decide. whenever i go into the comments section all i see is fanboyism across the board. these are all meaningless in the end right what harm is it going to do you if someone else likes a brand over your own. now i got that rant over with, i just want to ask what is the purpose of fanboyism?