Because if you are not, if you are actually one of the plebs, this adoration of the corporate boot and arguing against your interests as a customer is pretty sad.
Remember the "daily hate"? That's pretty much what's going on here. Not only do people thoroughly enjoy the act of hating something, but entire communities form whose explicit purpose is to do this. And of course, no one wants to admit that they're hating people, so they construct comfortable euphemisms and say they're hating systems, not people. It's a "corporate boot," not a person.
It's much easier to frame anyone who interrupts your daily hate as an outsider than to face the reality of what you're doing.
Definitely, next time we catch Nestle aggressively pushing their formula in Africa or private prison companies bribing judges to jail kids for minor offences I will stay my outrage. Of course, the companies are not just faceless abstracts, they are people, that absolves them of all the guilt.
You misunderstand 1984 bigly. SAD.