British researchers have found that the brains of Apple computer fans react to their preferred brand in the same way that deeply religious people respond to their faith. They studied brain activity of Apple fan test subjects under MRI equipment. The subjects were shown Apple products, interiors of Apple stores, stuff like that. They were also shown other products and things. When shown the Apple stuff, the brain activities were similar to activities of religious people looking at religious imagery. The findings were presented in a documentary that also featured the Bishop of Buckingham (who reads the Bible on his iPad) talking about how the architecture of an Apple store is full of archways and altars and stone floors, just like a cathedral.