I never thought Id feel intense fanboy-ism for a bottle of ketchup and yet here we are.
Remember, brands are not your friends.
It's a funny comparison, notwithstanding the obvious difference that ketchup is a low price, fast-moving consumable good... whilst game consoles are high value consumer electronics products with long-term platform lock-in.
Whilst I can understand why people personify these products, especially after significant financial outlay and long-term investment, it's strange you don't really see the same thing in other consumer areas, at least not to the same intense degree.