Why Are We So Siloed in Our Preferred Technology?
Exploring the psychology behind tech tribalism!
As a YouTuber who reviews and discusses tech, I see it all the time: the heated debates in my video comments. Arguments flare up over whether Boox is better than Kindle Scribe, whether the reMarkable is the ultimate note-taking device or if an iPad makes it redundant, and whether macOS is better than iOS. These ‘discussions’ can come across as quite rude and are often more emotionally charged than fact-based.
Why do people form such strong allegiances to technology brands? Why do discussions about e-ink tablets, writing tools, or operating systems become full-blown digital arguments?
This phenomenon isn’t exclusive to tech; it’s visible in football, political ideologies, music preferences, and even in something as mundane as coffee or preferred supermarket. Why do we get so defensive about our favourite ‘things’?
Does all this suggest anything about broader human behaviour, and is there a way out of this tribal mindset?
The Psychology of Brand Loyalty: More Than Just Preference
At its core, technology loyalty is driven by many psychological and social factors. While we like to think we make rational decisions based purely on specs, performance, and value for money, the reality is that much of our tech loyalty comes from emotional investment, identity, and social belonging.
Cognitive Dissonance: Justifying Our Choices
Cognitive dissonance is a psychological phenomenon where, when we make a decision, we subconsciously seek to justify it—sometimes even in the face of contradictory evidence. For example, if we’ve just spent over £400 on a Kindle Scribe, we don’t want to hear that the Boox Note Air 4C has better software flexibility or that the reMarkable Paper Pro provides a purer writing experience. That would mean we might have made the wrong choice, and our brains don’t like that discomfort.
So, what do we do?
We double down, defend it, and convince ourselves (and everyone else) that our choice was the best one. This helps reduce internal conflict and makes us feel good about our purchase.
Tribalism: The “Us vs. Them” Mentality
Humans are naturally tribal. Belonging to a group was (and probably still is) a survival necessity. Those who stuck with their tribe had a better chance of survival, and this instinct is still with us—even in non-life-threatening contexts like technology debates.
The Boox community sees themselves as power users who value flexibility. Kindle Scribe users revel in the Amazon ecosystem and ease of use. reMarkable users pride themselves on distraction-free note-taking. iPad users? Well, they’ll tell you it does everything. This creates an “us vs. them” mindset, where supporting your side and dismissing the other becomes second nature.
The Endowment Effect: “My Thing Is Better Because It’s Mine”
The endowment effect is a bias in which people overvalue things simply because they own them. People tend to assign higher worth to their possessions than they would if they were considering buying the same item.
In the tech world, this means if you’ve shelled out for a reMarkable Paper Pro, you’ll likely want to talk about its premium feel, striking colours and unparalleled paper-like experience while dismissing the iPad as a distraction-filled nightmare. If you own a Boox Note Air 4C, you’ll focus on its versatility while downplaying its quirks (and it does have them, but that’s an argument for another video and article). It’s not just a purchase; it’s your purchase—so, of course, it must be the best!
Social Proof: The Echo Chamber Effect
The internet, social media, and comment sections reinforce tech tribalism. People tend to follow accounts and join groups that align with their preferences, creating an echo chamber where their beliefs are validated and reinforced.
If a Kindle Scribe user follows Kindle-focused YouTube channels (like mine), they might consistently hear about how the reMarkable Paper Pro is “overpriced”, “overrated”, and “too limited.” The same happens with Boox users who see a steady stream of content about why “flexibility beats simplicity.” When someone challenges these narratives, it feels like a personal attack.
Identity and Status: Tech as a Social Signal
For many, technology isn’t just about functionality; it’s a statement of identity and status. Owning a reMarkable tablet might signal premium taste and minimalism. Being an iPad note-taker might represent productivity and efficiency. Boox users might see themselves as tech-savvy power users who want complete and undiluted control (“unlimited power!” as a particular Star Wars character might have once said).
This leads people to be defensive because attacking their chosen device feels like attacking them. When someone criticises the Kindle Scribe, a Scribe user may feel like their intelligence or practicality is being questioned. As a result, they fight back—not to debate the product, but to defend their self-image.
Are There Other Areas Where This Happens? Absolutely.
Tech tribalism isn’t unique—it happens in many areas of life where choices intersect with identity.
Football Fandom
Few things ignite more heated debates than football rivalries. Fans of a team often support it irrationally, regardless of performance. Manchester United vs Liverpool (I did want to write Leeds United here—my team—but we’re not in the Premier League just yet), Arsenal vs Spurs, Celtic vs Rangers—the arguments never end. Just like tech fans, football fans take criticism of their team personally.
Political Affiliation
Politics is another arena where tribalism runs deep. People tend to align with a party and filter news and opinions through their ideological biases. They defend their side even when presented with contradictory evidence because changing their views might mean questioning their entire belief system.
Music and Entertainment Preferences
Which is better—Oasis or Blur? Arctic Monkeys or The 1975? Marvel or DC? People argue passionately over which artist, genre, or franchise reigns supreme, often with the same emotional investment as tech debates.
Supermarkets and Coffee Shops
Yes, even supermarkets spark tribalism. Ask someone from the UK whether Tesco, Sainsbury’s, Aldi, or Waitrose is best, and you’ll get a passionate (and probably sarcastic) response. Some people wouldn’t be seen dead in a Lidl, while others swear by its bargains. Starbucks? Yuck! Why go there when there is an independent, ethically sourced brew to be drunk just around the corner?
Why Can’t We Just Accept Individual Preferences?
Logically, we should be able to acknowledge that different people have different needs and preferences. Yet, tech debates persist, often escalating into heated arguments rather than constructive discussions. One key reason is social validation. People naturally seek agreement from others as a way to reinforce their own choices. If those around us—whether friends, online communities, or influencers—share our tech preferences, it reassures us that we’ve made the “right” decision. Conversely, when someone challenges our choice, it can feel like an attack, pushing us to defend it even more aggressively.
There’s also the fear of being wrong, which plays a big role in tech tribalism. Acknowledging that another product might be better for particular needs forces us to question whether we made the best decision ourselves. This is particularly difficult when we’ve invested significant money in a device. Nobody wants to feel like they’ve made an expensive mistake, so many people will double down on their choice rather than admit that another option has its merits.
Another major factor is emotional investment. The more time, effort, and money we put into a particular device or ecosystem, the harder it becomes to accept alternatives. A long-time Apple user who has spent years buying into the iCloud ecosystem will struggle to see the appeal of a Samsung or Boox (both Android-based devices), not necessarily because they are inferior, but because switching would mean undoing years of habit and familiarity. We don’t just buy products—we build experiences, workflows, and attachments around them, making the idea of change feel inconvenient or even disloyal.
Companies spend millions on marketing and brand cultivation, crafting brand identities that evoke strong emotional connections with their customers. Apple, for example, has built a reputation around simplicity and elegance, while Boox markets itself as the ultimate choice for flexibility and customisation. These narratives shape how we perceive products and how we feel about them. When a brand successfully taps into our emotions, our loyalty becomes about more than just functionality; it becomes personal.
These factors make it difficult for people to accept that different products suit different needs. Instead of acknowledging valid alternatives, many users feel compelled to defend their choice as the only right one, leading to the endless cycle of tech debates we see online today.
But here’s the truth:
A Kindle Scribe user isn’t “wrong” for choosing Amazon’s ecosystem.
A reMarkable user isn’t “deluded” for loving the simplicity of distraction-free note-taking.
A Boox fan isn’t “foolish” for wanting full Android flexibility.
An iPad note-taker isn’t “missing the point” for enjoying a more versatile device.
People make choices based on personal priorities. Specs and features matter, but so do habits, aesthetics, familiarity, and community. A tech decision that works for one person may not work for another.
Can We Break Free From Tech Tribalism?
While tech rivalries aren’t disappearing anytime soon, there are ways to approach discussions more openly. The first step is recognising our own biases. It’s easy to believe that our choice is the most logical or superior, but it’s just that—a choice. Different people prioritise different factors: affordability, usability, flexibility, or ecosystem integration. Accepting that our preference is not universal can help us engage in more meaningful conversations rather than outright dismissals.
Instead of jumping into a debate, we can take a moment to ask why someone prefers their device. A Kindle Scribe user may love the deep Amazon integration, a Boox owner might value flexibility, while a reMarkable fan enjoys the simplicity of distraction-free note-taking. Understanding these perspectives doesn’t mean we have to change our preferences, but it broadens our awareness of why different products suit different people.
Sometimes, we might even learn something new.
Another way to break free from tech tribalism is to avoid those aforementioned echo chambers. It’s easy to surround ourselves with content and communities that reinforce our existing opinions, but this can limit our ability to see the bigger picture. Engaging with various viewpoints—reading different reviews, watching balanced discussions, or even trying out other devices—can provide a more well-rounded perspective.
It’s also important to embrace nuance. No tech product is perfect, no matter how much we love it. Every device has strengths and weaknesses; acknowledging them doesn’t make our choice any less valid. Whether it’s the limited software on a reMarkable, the distractions of an iPad, or the complexity of a Boox, recognising these trade-offs helps us have more honest discussions without the need to go on the defensive.
Finally, we have to remember that tech is just a tool. It’s not a personality trait, a status symbol, or a measure of intelligence. What works for one person might not work for another, and that’s okay. So next time someone tells you their Boox, Scribe, reMarkable, or iPad is “better” than yours, maybe just smile and say, “Fair play, mate. If it works for you, that’s all that matters.”
And move on.
