When people care enough to squabble, you're on to something
When people care about a brand or a cause or an idea, it's likely that have other things in common. And the caring causes them to invest attention. Once they've done that, they can't help but notice that others don't see things the way they do. We ignore the great unwashed and reserve our disdain for those like us, that care like us, but don't see things as we do.
The really good news is that the tribe cares. If you don't have that, you've got nothing of value. In fact, the squabbling among people who care is the first sign you're on to something.
