So true, and that makes it hard to have a discussion with them. Some people just don't want to get it. Additional information would only increase cognitive dissonance and will be fended off at all costs.
Not necessarily. Not all humans. Perhaps insecure humans, or humans without enough going on in their lives. For instance, if I tell you my favourite breakfast cereal is Raisin Bran, and you tell me that Raisin Bran suxx0rs and Rice Krispies rulez then I'm not really gonna take that as a big threat to my self-image -- I'll just think that you're a weirdo for having such strongly expressed preferences on such matters.
And for the vast majority of the population, the question of your favourite brand of consumer electronics falls into the same category.
