I do think there is something important to be gained by those childish digs which is avoiding branded terms while still being able to communicate about them. Take Crapple for example, they have hundred million dollar marketing campaigns designed to get people to associate Apple and iPhone with $desired_positive_qualities and you want to break your readers out of those associations. You can get around this by genericizing the brand (e.g. iPhone -> smartphone) but this doesn't work when you don't have a problem with the generic term or you want to talk about a specific companies product.
I do think there is something important to be gained by those childish digs which is avoiding branded terms while still being able to communicate about them. Take Crapple for example, they have hundred million dollar marketing campaigns designed to get people to associate Apple and iPhone with $desired_positive_qualities and you want to break your readers out of those associations. You can get around this by genericizing the brand (e.g. iPhone -> smartphone) but this doesn't work when you don't have a problem with the generic term or you want to talk about a specific companies product.