Yep, I completely agree from 'our' point of view.

But to the masses who are used to buy candybar and featurephones without caring the tech behind the brand names, I think these are very strong associations.

To reverse the role, think of what WE look for when we're buying stoves, kitchen ware, or wtf ever else that we men are not familiar/don't care about.

We just look for recognizable names... buy it, get it over with, so we can go back to our gadgets.