The bond between a fanboy and his or her console can chemically be compared to love.
That's according to Dr David Lewis-Hodgson, director of research at Mindlab International, who has told Kotaku UK that enraged forum commentators are effectively defending a loved one.
"It often takes time to develop such an irrational attachment to a product," he said. "Sometimes it's like falling in love – what happens then is that you get a tsunami of a neurotransmitter called dopamine into the brain, which gives you a huge buzz.
This happens with products, they can do exactly the same thing – in fact when we look at addictive behaviour, we find that people become addicted to products. The sight and touch of the product gives them a dopamine high."