Joey Cresta writes in The Bowdoin Orient: "Sometimes, this high cost (of a console) leads to a need to justify the purchase. One way of doing this is by promoting the chosen console over the others; or, conversely, by speaking poorly of the consoles that were not chosen. Scenario: John buys a PlayStation 3. He has a decent time with it, but invariably notices all the positive press for the Wii. In a way, the overwhelming popularity of the Wii, coupled with low sales of the PS3, makes him doubt his purchase. But consoles are expensive, so he cannot simply go out and buy a Wii, too. In order to rationalize his purchase, he develops a hatred of Nintendo and bashes the Wii, rather than enjoying what he has at face value. It's certainly unreasonable, but it happens."