Get a bunch of men in the same room and, sooner or later, the conversation will turn to the all-important matter of sport. Whether they’re football, rugby or cricket fans, they will quickly divide themselves along tribal lines, each vouching for their own sport or their own team.
If those men happen to work in the demolition and construction industry, those tribal lines are often drawn between preferred brands of equipment. There will be the die-hard Caterpillar fans in one corner, the Komatsu fans in another.
In each instance, they will believe that their choice was the right choice, and that their machine is somehow superior. They will advocate for their preferred brand and for the dealer supplying it with an almost religious fervour.
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