My belief (such that it is) - it elevated when Jobs did declare war but I always thought is was in the mobile phone market and the iPhone made everyone who owned one think they were superior to all. Googles Androids just added to the conflagration. The problem is that all of the Smart Phone devices turned a system that was meant for simple phone conversations into toys. Toys that play music, games, take pictures etc. From that, now everyone is a Tech genius and will defend to the near death which ever gadget that they have in their hand at the time. ( It was similar with automobile brands long before.) IT is INFORMATION TECHNOLOGY not who has the most popular toy selling by the millions. All of this tirade is aimed at a small try to support the author's premiss. Let's get back to discussions of the How tos, merit and demerits, functions etc of the systems we all deal with no matter who designed, built, wrote, programed them. We all support a customer somewhere.