There are a lot of practical reasons to choose a certain model such as spare parts back up, dealer network, mechanical simplicity and suitability for our own type of travel (rider only or with pillion, luggage capacity etc.) but I think a lot of it is the heart ruling the head. As somemustard says, once we've made a choice, we then need to convince ourselves that we've made the right choice. I for one cannot be reasoned with on the 'it's just a machine' argument. I have three airhead GSes and each has it's own personality. The one I've had from new is the most important and always gets the best parts sometimes donated by the other bikes and is the only one that is used for travelling and will never be sold. More modern bikes are bought with a particular purpose in mind and don't seem to get under my skin in the same way - which is probably a good thing.
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