I am not a fanboy. I use a Macintosh, but I don't necessarily defend the product because I use it. I don't go about recommending a Macintosh computer to my friends neither, referrals are very personal to me and I take them very seriously because if something goes wrong, I would feel somewhat liable.
You will find that many people get insulted if you complain about their car or their driving habits. People want to defend the choices they made and to justify the money they spent. If I were to say, "I would not have bought the car you just acquired" then you would really be insulting the person for their poor choice, and indicating you don't agree with their mindset.
Same thing for watches. Some people will defend their choices quite extensively. If you ask in bewilderment, "you just spent $100,000 on a Jacob & CO wristwatch!?" you will insult that individual and expect to hear a long lecture about that person defending his/her choice.
Fanboyism is certainly a very interesting psychological tendency, and one that defies logic. Personally, I try not to get into Fanboyism, sure, I have favorite watch brands that I'm attracted to, but I don't agree that everything is done correctly and don't expect me to defend that brand. There are watches from other brands that I can respect, and the merits of a watch is looked at individually, without pride or prejudice from the group it came from. I'm very pleased here to see a relatively limited amount of Fanboyism on PuristSPro.
Very interesting and pertinent topic DRMW!