It's a predominantly American phenomenon and it's because (
) Americans have no culture (other than what they steal from minorites). They also have no activities outside of work (neoliberalism rotting away 3rd spaces, communities, families) so the only way to express one's self is through consumerism.
So when you, even mildly, criticize a piece of their media/vibeo gane/toys, they take it as an attack on their personality, on who they are.
This is also why Trump will have ~30% support no matter what he does. To most of maga America, supporting trump is all they are.