Implications: The opposite of emotion is not logic, and the opposite of logic is not emotion. Just because people love your product or service doesn’t mean it is irrational.
Also important… just because a consumer might be loyal to your product or service does not mean they love it. It could be that they just don’t want to shop for an alternative because they are completely un-interested in the category or loathe the idea of shopping in the category. They choose a product by default, sometimes, as a means to avoid the complexity of shopping at all.