A company is a collection of people running it on behalf of a collection of other people - shareholders. How many of the top people at 2005 Sony are still there and shaping the company behaviour? My Dad had a bad customer service experience with his first car, a Ford Cortina in the early ‘70s. He still says Ford are rubbish and make rubbish cars, based on the poor performance of a dealership that was demolished over a decade ago. Would you buy a German washing machine? If you go back a little further we should perhaps not buy anything British either. It’s in some ways very irrational and entirely human that we should be so very inconsistent in these punishments. I think it’s often partially based on making ourselves feel better about our own lifestyles too.