You can only show your love to a brand or a sports team so much by buying everything related there is, wave flags and generally praise them. When that isn't enough, you have to paint the competition black in order to make your favourite shine even more. Those who do this are probably the same kind of people that make "friends" by talking crap about others.
The only brand hate I've ever had was for Virgin, because they filled my mailbox with so much used-car spam a few years ago. But they've stopped, so I've forgiven them. Also, one of my favourite bands are on their record label.
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