In The birth of a fanboy, writer Larry Sukernik talks about the rationalization people use for their investments in something, as the seed that shifts them from consumer to fan. "[Once] you buy your first iPhone...you’re invested in Apple. Apple’s success is now your success, Apple’s failure is your failure. But why?" The reason is the continuation of the fandom product, because its loss will negatively impact your investment in it. "Not only does that leave you with an abandoned phone, but it also means that you made the incorrect phone choice. You made a bad decision, and you were wrong. Nobody wants to be wrong."