About the love for devices

Samuel Buchmann

31.7.2023

Translation: Eva Francis

Product preferences have an emotional component. This can be fun – but also blinding.

The other day, I compared two computers. My verdict?

• Computer A is faster and cheaper.
• Computer B is more efficient and quieter.

Two products, different strengths. So which device is better? It’s a matter of taste. That’s exactly what I wrote in a bit more detail in my article.

The comments section exploded.

Because Computer A was a PC and Computer B was a Mac, emotions ran high. The outer wing of one faction sensed malicious anti-PC propaganda, while the ultras of the other camp suspected an anti-Mac conspiracy. Some commentators were absolutely outraged. How dare I even compare a Mac to a PC! Those at the extreme ends of their camp hardly noticed my praise for the advantages of their preferred system. They saw red at the sheer mention of its disadvantages.

This example is only one of many. In virtually every review of a popular device, fans and haters make themselves heard in the comments section. No matter how differentiated and well founded a review is, criticism will cause complaining among fans and praise will cause an outcry among haters.

An emotional bond with transistors

If you know the Internet, you’ll know not to take this personally. It’s a bit like in football: if both teams are outraged now and again, the referee is probably making fair decisions.

Nevertheless, I’m always impressed by how passionate people are about the supposedly dry subject of electronics. Certain computers, cameras or smartphones are a lifestyle for some people. They don’t just adopt a device, they adopt a group identity.

To a certain extent, I get it. I’m a fanboy of some products myself – for instance, of this irrationally expensive and this irrationally impractical camera. Sometimes it’s hard to explain exactly why you like a device or brand so much. It just happens – something speaks to you and you build a bond with it. Manufacturers try to promote this emotional bond with specific lifestyle marketing.

The subjective value of soft factors

Is there anything wrong with this? Not necessarily. Why not love brands and enjoy using devices? It shouldn’t matter if this love and joy are based on pure performance or look and feel. The latter are often forgotten when evaluating electronics because they can’t be measured. But on a subconscious level, they count, too.

How strongly someone weights emotional factors is an individual matter. For some, it’s important that their vacuum cleaner has won a design award. For others, it’s not. The precision craftsmanship of my laptop make me very happy while you might not even notice. Accordingly, opinions differ about which device is worth how much money.

If you identify strongly with a product, you’re emotionally invested. Any criticism of your beloved device can feel as harsh as criticism of a family member. This immediately triggers a defensive or counteroffensive reaction. And while it’s fine to share your opinion about a product or brand, reading the comments section makes me wish for two things:

1. Tolerance and openness for others’ perspectives. Our own priorities don’t necessarily coincide with others’. That doesn’t mean their opinion is wrong or inferior.
2. Awareness that even one’s own opinion is never based exclusively on hard facts. If you recognise this and can separate emotional factors from functional advantages, you can argue your points more effectively.

Here’s an example from the comments section of the above-mentioned article that applies these two points perfectly:

Between rose-coloured glasses and soberness

Some level-headedness is good, as your love for a product can go too far and make you blind. Through rose-coloured glasses, every choice can be legitimised, every flaw ignored and every price justified. On the Digitec Galaxus Editorial Team, we try to avoid this when we test devices. In my private life, I’ve definitely bought things I wanted although I didn’t actually need them.

The trick is finding the right balance. Emotional factors may have some influence on your purchase decision. It’s okay to stand by these feelings without rationalising them. But it’s important not to be blinded by them and make conscious and informed choices instead. Amidst all the emotions, the core function shouldn’t be completely forgotten. Unlike art, a device doesn’t exist merely as an end in itself. It must serve a purpose, otherwise it’s pointless.

If you bear this in mind, you can indulge yourself and love your devices – and be tolerant of other opinions at the same time. At the end of the day, devices are nothing more but transistors.

Samuel Buchmann

Senior Editor

Samuel.Buchmann@digitecgalaxus.ch

My fingerprint often changes so drastically that my MacBook doesn't recognise it anymore. The reason? If I'm not clinging to a monitor or camera, I'm probably clinging to a rockface by the tips of my fingers.

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