If I might make an observation; "Apple" is simply a modifier. This is what I mean:

Apple fanboys are psychologically equivalent to religious cultists.
Steam fanboys are psychologically equivalent to religious cultists.
GOG fanboys are psychologically equivalent to religious cultists.
Star Wars fanboys are psychologically equivalent to religious cultists.
Star Trek fanboys are psychologically equivalent to religious cultists.

I'm sure you will almost invariably find that;
_______ fanboys are psychologically equivalent to religious cultists.

Errr ... yeah.

Oh hey, didn't see you thar. Good point. I agree.

Hmm, you must be from Chicago. Or Minneapolis. ; )

Yeah, it's close to being a religion for many folks in these parts. It's the feeling that one is part of something bigger, even though the individual's contribution is often nothing more than money and a cheering voice, and the "something bigger" isn't anything particularly important. Apple, sports team, etc etc.

But that's okay because it's nice to get away from the realities of life every once in a while. Especially important for Bears and Vikings fans.

They just wanted to be as inflammatory and bait as many clicks as they could. Would it have been too hard to show this Apple fanboy a picture of, say, a Starbucks logo, a hockey team, an ocean vista, or a picture of kittens or puppies and see if he responded the same way?

My guess is that all the MRI was showing was a pattern that signifies contentment. They didn't even say anything about it being compared with MRI measurements zealotry or cult or fanaticism - just "religious feelings". (The "cult" bit comes from the linked article and seems to have nothing to do with this so called research).

But that wouldn't get so much attention, would it?

Ding, ding, ding! We have a winner.