People going out of their way to declare (or at least make clear with varying degrees of intensity) just exactly which feudal overlord they're ready to "bleed for" (i.e., give money, personal data, and free promotion to). People who often act as if they have an appropriately suspicious view of corporations in just about any other interaction, come out boldly declaring that this company or that company is GREAT when it comes to privacy, or consumer choice, or <fill in the blank>.
One of the strongest and most consistent weaknesses of human psychology is the effect "flags" have on otherwise reasonable minds.