Once a brand starts to build large-scale mindshare, there is of course the inevitable brand-wars fanboy faction, but there also pretty reliably seems to emerge an anti-brand faction - this pattern is consistent across NVIDIA, Apple, and many other leading-but-controversial companies. The mere mention of these companies in a positive context gets another faction reliably winding up about how awful they are and how everything they do is actually fake and a lie and intended to rip off customers unlike my favorite brand, etc.
It's essentially another form of parasocial relationship - but it's a negative parasocial relationship instead of a positive one. People gain identity from opposing the brand-signifier rather than supporting it.
The existence of fanboy factions is oft-observed at this point, but I rarely see anyone acknowledging the opposite side - the people who just are reflexively contrarian and negative about anything surrounding a brand, regardless of any counterbalancing concerns or factors. The hateboy, if you will.
And blind hate is just as destructive to nuanced conversation as blind devotion. It's also destructive to actual progress - positive steps need to be acknowledged and encouraged even if you think it's still the overall worse option, and negative steps from a brand you favor need to be acknowledged even if you think they're still the overall better option.
To do otherwise is to oppose actual progress over what amounts to parasocial tribalism - in both directions. The hateboys are just as toxic as the fanboys to reasoned discourse.