I tend to shop ‘brand loyal’. When I find a company with a product that performs, I can tolerate their people exercising quite a bit of liberty I might not agree with. I have Patagonia kit going on 20 years old, for example, and will happily continue shopping with them. A chicken sandwich is a fleeting pleasure however. Why should a consumer go out of their way to remain loyal when a short term commodity can be conveniently replaced?