Unfortunately this is the case, Simon Belmont above is a prime example of this, regardless of the guff Intel will shovel out the door, he will still only buy Intel, and he is not alone in this. There are many many many people who are brand biased or refuse to buy AMD as they deem them inferior for various reasons, i hate Nvidia but bought a 1070 as there was nothing AMD had that could compete, now Vega is coming my 1070 will get moved to my kids and i will go back to AMD and Freesync, however there are plenty of people that would have stuck with a 290 or bought a 480 etc and refused to buy Nvidia, likewise with CPU's, refuse to buy Intel or AMD etc.