"It was a huge article. For quite a while, iPhone 4 was ahead. I did a few page refreshes and EVO 4G was starting to catch up really fast. Next time I refreshed, the article disappeared without a trace....down the memory hole, like it never existed...many hundreds of comments in a couple of hours."
The other 10% are the ones reading a tech journal online and already have a fixed opinion on what they would get, so the playground analogy of "I want my favourite to win" is very well fitting to this situation.
Let's also not kid ourselves that there was some genuine gold or masterpiece of literature in the comments either (more likely some variant on the laughably naive "when will the world wake up and realise that they DON'T WANT A CLOSED PHONE OS"); the entire world would be better off if stuff like this wasn't even given the oxygen of publicity.