it's impossible not to notice the way in which we have come to idolise and obsess over our favourite consumer tech products - to the extent that over the past couple of decades numerous people have formed a link between them and a cult or religion. As Walt Mossberg wrote in 2014, 'attention fanboys and fangirls: Your favourite tech hardware, software and services are not religious objects. And the companies that make them aren't cults or faiths. They are capitalist enterprises, out to make a profit, grab market share, and, if they can, make products you will buy.' So what makes us feel this way?