damn fine question gilda.
i can only assume the answer has roots in our society full of people who have no real self definition and thus look to define themselves by the objects they consume.... the ultimate "you are what you eat".
as for denigrating the other, this also seems to be at the root of one too many ideologies... "my way is the only way." anyone who doesn't agree with me (or look like me, or pray like me, etc) must be wrong and deserves to be ridiculed for their differences.
mega corps pay billions to get the masses to buy into these perceived differences in products. and it works on a lot of people.
all this being said, i prefer coke, mcdonalds, at&t, ford, mac... they all got to me when i was young. even though i know what's going on, i am helpless against their billions of dollars.
