Ah, the start of a new year. A fresh calendar and fresh goals. So many things to look forward to. Oh — and then there’s the déjà vu.

Here in the land o’ mobile tech hardware, the déjà vu seems to get more extreme with each passing January. I’m not even talking about the increasingly incremental nature of year-to-year device refreshes, which — let’s face it — are far less exciting than they once were. (Thinner! “Faster”! Even more pixels! Hooray?) I’m talking about the predictable way some subsets of users always react to those launches.

You know the types of reactions I mean — the emotionally charged love-fests for certain manufacturers or brands and the products they produce. The predetermined idea that something has to be the best simply because Company X made it (despite the fact that the person shouting said view has yet to actually use said product or spend any meaningful amount of time with the alternatives).

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