Is there brand loyalty? Absolutely!
Do I care? Not really.
One thing that I see missing from the posts of those in favor of simple machines, is the understanding that not everyone that has an expensive machine got it to find deeper treasures. It's all about information. Sure a less expensive detector will find most of the same stuff, but part of what I paid for is more information, so I might know better what NOT to dig. It's not all about accurate target ID on a screen, and it's not all about multi-tones, or about the quality of those tones, or a depth indication. It's about all of that, compiled and sorted by a much more powerful processor...my brain.
The element of curiosity is still intact. Even if I know that it's a dime or quarter target down there, I don't know that the date or condition of it is, or what mint it was produced in, or who dropped it how long ago. However, if I can disearn that it's trash and skip it, and make my time more productive, what's wrong with that?
Dont get me wrong. I have a beep and dig no digital display machine, and a low end Fisher too. Each has it's merits, and every machine on the market has it's devotees.
Remember what they said when the old lady kissed the cow...."it's all a matter of taste."