Cognitive dissonance is very high with Canon customers who just shelled out a couple of Gs on their imaging equipment. They will try to justify by saying that "I always expose properly, so who cares about pulling shadows", "I shoot JPG anyway", "I like how Canon feels in my hands", or "Canon sells way more cameras".
Cognitive dissonance is very high with Nikon customers who just shelled out (more than) a couple of Gs on their imaging equipment. They will try to justify by saying that, "I don't really focus on anything in the left side of the field," and, "The sharpness of my images isn't affected by the CA endemic to my lenses, that can be fixed in post," and, "I like lots of buttons," and, "A smaller, less successful, non market-leading company like Nikon treats me better (and no, I don't mind waiting almost a month for a service when needed)."
You beat me to it!