it has to do with the psychological investment even when a person knows it was the wrong choice. A common example: a person heads to see a lecture. It's a rainy, traffic-y, night and it took major effort to get there. The lecturer ends up being mediocre to bad. Because of the physical/psychological investment made, the attendee will have a more favourable view of the mediocrity or poor quality of lecture. It's pretty easy to spot. It's a lack of critical thinking and fear of being wrong or feeling stupid. Also stirs a sense of identity, for example, Apple or Windows. Democrat, Republican, Libertarian. What I don't understand with the cryptos is investing or supporting one OR the other. I think this is more about identity plus a some personal investment (psychological, financial, effort of some kind).