We're conditioned heavily to adopt and us-versus-them mentality. Team sports, nationalism, brand loyalty, mods vs. rockers, etc. Some people fully internalize this mentality and they extend it to include motorcycles as well. It's difficult to totally erase-- we all enjoy team sports from time to time or enjoy a special satisfaction when we see 'our' brand of bike win a race, even if most of the time as true fans we're just happy to see great competition, and recognize that the teams and brands are less important sometimes than the athletes that switch between them every couple of years.