Brand Loyalty & “Fanboyism”
The Psychology of a Die-Hard PlayStation Fanboy (What Makes Them Tick?)
My friend, a self-proclaimed PlayStation fanboy, lives for Sony’s cinematic exclusives and the DualSense’s feel. Psychologically, it’s often rooted in positive past experiences (nostalgia for PS1/PS2), social identity (being part of the “PlayStation Nation”), and a perception of premium quality or artistic merit in Sony’s games. He values the curated, high-production single-player journeys and sees PlayStation as the “prestige” gaming brand. This creates a deep emotional investment that goes beyond just hardware specs, fueling his unwavering loyalty.
The Psychology of a Devoted Xbox Loyalist (Why the Green Allegiance?)
My cousin bleeds Xbox green. For him, it started with Halo LAN parties and evolved with Game Pass’s unbeatable value. A devoted Xbox loyalist often values community (Xbox Live’s legacy), broad accessibility (Game Pass on console/PC/cloud), and consumer-friendly features like backward compatibility. There’s a sense of being part of a forward-thinking ecosystem that prioritizes player choice and value. This practical appeal, combined with strong social connections and nostalgia for Xbox franchises, cements their green allegiance.
“I Was a PlayStation Fanboy, Here’s Why I Switched (and What I Learned)”
For years, I exclusively championed PlayStation, dismissing Xbox. Then, Microsoft’s studio acquisitions and the sheer, undeniable value of Game Pass made me curious. I bought a Series S. What I learned? Both platforms offer incredible, distinct experiences. My “fanboyism” had blinded me to Xbox’s strengths – its ecosystem, value, and diverse library. Switching taught me that brand loyalty can limit perspective, and appreciating multiple platforms enriches your gaming life far more than blind allegiance to one.
The “Console Warrior” Phenomenon: Why Do We Fight Over Plastic Boxes?
I saw an intense online argument erupt over PS5 vs. Xbox sales figures. It’s the “Console Warrior” phenomenon. People invest money and emotion into their chosen “plastic box,” making it part of their identity. Defending it feels like defending themselves. My psychologist friend suggests it’s tribalism – an innate human need to belong to a group and compete with rivals. This, combined with marketing that fuels an “us vs. them” narrative, turns simple consumer choice into passionate, sometimes irrational, online battles.
The Most Cringe-Worthy “Fanboy” Argument I’ve Ever Heard (PS vs. Xbox)
During a debate, a fervent PlayStation fanboy claimed, “Xbox can’t have good exclusives because Microsoft makes Windows, and Windows crashes!” The sheer illogical leap, conflating enterprise software with game development creativity, was peak cringe. My Xbox friend countered with an equally absurd, “PlayStation controllers are for people with tiny hands!” These arguments, devoid of reason and fueled by blind brand worship, highlight the most embarrassing, facepalm-inducing side of extreme fanboyism.
Are PlayStation Fans More “Elitist” and Xbox Fans More “Defensive”? (Debunking Stereotypes)
The stereotype: PS fans are “elitist,” looking down from their tower of critically acclaimed exclusives. Xbox fans are “defensive,” constantly justifying Game Pass value against a perceived lack of system-sellers. My gaming group shatters this. Our most welcoming, inclusive member is a PS5 die-hard. Our most aggressively argumentative friend only owns an Xbox. These labels are lazy generalizations. Passion and insecurity manifest differently in individuals, irrespective of their chosen console brand, largely debunking these broad stereotypes.
The “Sunk Cost Fallacy”: How Past Purchases Fuel Current PS/Xbox Loyalty
My friend has hundreds of digital PS4 games, worth a small fortune. “Even if Xbox has cool stuff, I can’t abandon my PSN library!” he says. This is the “sunk cost fallacy” in action. Having invested significantly in one console’s games, accessories, and online profile, the thought of that investment being “lost” by switching makes it psychologically harder to leave, even if the other platform currently offers better value or desired features. Past purchases create powerful inertia.
The “Tribalism” in Gaming: How PlayStation vs. Xbox Mimics Sports Rivalries
The fierce loyalty, the “us vs. them” chants online, the celebration of “our team’s” wins (exclusive game scores, sales figures) – the PlayStation vs. Xbox rivalry perfectly mimics sports tribalism. My friend, a huge football fan, sees parallels: “PSN is my home team; Xbox is the cross-town rival.” This sense of belonging to a “tribe,” complete with colors (blue vs. green), heroes (Master Chief vs. Kratos), and shared victories/defeats, fuels the passionate, sometimes irrational, devotion seen in console communities.
The “Confirmation Bias” of a PS5 Owner Reading Xbox Reviews (and Vice-Versa)
As a PS5 owner, when a big Xbox exclusive gets a mediocre review, a tiny part of me feels validated. “See? Our games are better!” This is confirmation bias. My Xbox-owning friend admits doing the same with disappointing PS5 news. We subconsciously seek out and favor information that confirms our existing beliefs and choices (like our 500 dollar console purchase), while downplaying or scrutinizing evidence that contradicts them, reinforcing our established brand loyalty.
The “Brand Personality”: Does PlayStation Feel More “Premium” and Xbox More “Accessible”?
PlayStation, with its sleek PS5 design, cinematic exclusives, and higher game prices, often cultivates a “premium,” almost artistic, brand personality. My friend calls it the “HBO of gaming.” Xbox, with its utilitarian Series X/S designs, focus on Game Pass value, and “play anywhere” messaging, projects a more “accessible,” utilitarian, and service-oriented personality – “the Netflix of gaming.” These perceived brand identities, shaped by marketing and product strategy, strongly influence consumer attraction and loyalty.
How Marketing Creates and Reinforces PS/Xbox Brand Loyalty
PlayStation ads highlighting “Only on PlayStation” exclusives and the unique DualSense experience reinforce the idea of a premium, unique offering. Xbox ads relentlessly hammer the value of Game Pass and community. This consistent messaging, as my marketing expert friend notes, builds brand identity and loyalty. By repeatedly associating their console with specific desirable traits (prestige for PS, value/access for Xbox), marketing creates an emotional connection and reinforces why fans chose – and should stick with – their platform.
The “Nostalgia Factor”: Childhood Experiences Shaping Lifelong Console Allegiance
My first console was a PS1; playing Final Fantasy VII was a formative experience. That powerful nostalgia heavily influences my continued PlayStation preference. My friend, who grew up with Halo LAN parties on the original Xbox, has a similar lifelong green allegiance. These cherished childhood memories and the emotional bonds formed with early gaming experiences often create a deep-seated “nostalgia factor” that shapes console loyalty for decades, making it hard to switch from the brand of one’s youth.
The “Echo Chamber” Effect in PlayStation vs. Xbox Online Communities
I noticed in a PlayStation-centric subreddit, any criticism of Sony is downvoted, while Xbox critiques are amplified. The reverse happens in Xbox fan forums. This “echo chamber” effect, where users are primarily exposed to opinions aligning with their own, reinforces existing biases and fanboyism. Dissenting views are marginalized, creating an environment where platform loyalty is constantly validated and criticisms of the “enemy” console are celebrated, making objective discussion difficult.
The “Influencer Impact”: How Streamers Solidify Fanboy Beliefs
My nephew adores a streamer who exclusively plays and praises PlayStation. Unsurprisingly, my nephew now believes PS5 is objectively superior. Popular streamers and YouTubers who strongly favor one console can significantly “solidify fanboy beliefs” in their audience. By consistently highlighting one platform’s strengths and downplaying (or ignoring) the other’s, these influencers act as powerful proponents, reinforcing existing loyalties and sometimes creating new ones, especially among younger, impressionable viewers.
The “Defending Your Purchase” Mentality After Dropping $500 on a PS5/Xbox
After I spent 500 dollars on my PS5, I found myself instinctively defending its value when my Xbox-owning friend praised Game Pass. This “defending your purchase” mentality, also known as post-purchase rationalization, is a common psychological defense. To avoid cognitive dissonance (the discomfort of potentially making a wrong expensive choice), we actively seek reasons to justify our decision and downplay alternatives, which can fuel fanboy arguments and reinforce our loyalty to the console we invested in.
The “Exclusive Game” as the Ultimate Loyalty Test for PS/Xbox Fans
My friend, a die-hard Xbox fan for years, finally bought a PS5 solely for God of War Ragnarök. “I couldn’t miss it,” he confessed. For many, a truly “must-play” exclusive game acts as the ultimate loyalty test. It can be the one thing powerful enough to make a staunch fanboy question their allegiance or even purchase the rival console, demonstrating the immense power of compelling, platform-defining software in the console wars.
The “Social Identity” Theory: How Our Console Choice Becomes Part of “Us”
“I’m a PlayStation guy,” my friend proudly declares. According to social identity theory, we categorize ourselves into groups, and our console choice can become one such group, forming part of our identity. Being a “PlayStation fan” or “Team Xbox” provides a sense of belonging and shared values. This makes criticism of “our” console feel like a personal attack, fueling defensive fanboy behavior as we protect a part of who “we” are.
The “Shifting Allegiances”: What Does It Take for a Fanboy to Convert?
My cousin, a lifelong Nintendo fanboy, finally “converted” to Xbox due to Game Pass and the acquisition of Bethesda (for Elder Scrolls). It often takes a significant, compelling value proposition (like Game Pass), a string of “must-play” exclusives on the other side, a major disappointment from their current brand, or a shift in their core friend group’s platform to make a die-hard fanboy consider switching. It’s usually not one thing, but a compelling accumulation of reasons.
The “Anti-Fanboy”: The Gamer Who Loves All Platforms (and Gets Hate for It)
I own a PS5, Xbox Series X, Switch, and PC. In some online discussions, admitting this makes me an “anti-fanboy” target. “You’re a shill!” or “Pick a side!” some cry. This gamer who appreciates all platforms often gets flak from hardcore loyalists who see neutrality as a betrayal or lack of “true” passion. It highlights the unfortunate tribalism where simply enjoying games across all ecosystems can itself become a point of contention.
The “Company Scandals” That Tested My PlayStation/Xbox Loyalty
The massive PSN hack in 2011, exposing millions of users’ data, severely tested my loyalty to PlayStation. My friend felt similarly about Microsoft’s initial Xbox One DRM policies. These “company scandals” – major data breaches, anti-consumer policy announcements, or significant ethical missteps – can shake even die-hard fanboy faith. How Sony or Microsoft handles the fallout (apologies, compensation, policy changes) often determines whether that loyalty is broken or ultimately reinforced through renewed trust.
The “Blind Loyalty” vs. “Informed Preference”: Where Do You Stand?
My friend blindly defends every PlayStation decision, even a price hike he dislikes – that’s “blind loyalty.” I prefer PS5 for its exclusives after weighing options, which is “informed preference.” It’s crucial to distinguish. Blind loyalty ignores flaws and attacks alternatives without reason. Informed preference acknowledges pros and cons of all platforms but leans towards one based on personal needs and research. Hopefully, most of us aim for the latter, even if passion sometimes blurs the lines.
The “Gatekeeping” in Fanboy Communities: “You’re Not a True Fan If…”
In an Xbox forum, a newcomer was told, “You’re not a true Xbox fan if you don’t have 50,000 Gamerscore.” PlayStation communities might gatekeep based on Platinum trophy counts. This “gatekeeping” – creating arbitrary purity tests for fandom – is a toxic aspect of some fanboy communities. It aims to exclude or diminish others based on playtime, achievement, or even game preferences, fostering an unwelcoming environment rather than celebrating shared passion for a platform.
The “Generational Loyalty”: Did Your Parents Influence Your PS/Xbox Choice?
My dad bought me a PS1 as my first console; that early positive experience heavily influenced my “generational loyalty” to PlayStation. My friend’s older brother was a huge Xbox fan, so he naturally gravitated towards it. While not always the case, initial childhood exposure to a specific console brand, often facilitated by parents or older siblings, can create a powerful, lasting imprint that shapes platform preferences for future generations through nostalgia and familiarity.
The “Merchandise Effect”: Wearing Your PS/Xbox Loyalty on Your Sleeve
My cousin proudly wears his Xbox hoodie and has Master Chief figures on his desk. I have a subtle PlayStation symbols keychain. This “merchandise effect” – buying and displaying branded apparel, collectibles, or accessories – is a public declaration of console loyalty. It’s a way to visibly align oneself with a chosen gaming “tribe,” express personal identity, and connect with fellow fans, turning brand preference into a wearable statement.
The “Us vs. Them” Narrative Perpetuated by Media (and Fans)
Gaming websites often run headlines like “PS5 CRUSHES Xbox in Exclusives Race!” or “Xbox Game Pass ANNIHILATES PS Plus Value!” This “us vs. them” narrative, amplified by media clickbait and echoed by passionate fans in comment sections, constantly fuels the console war. By framing the relationship as a direct, zero-sum conflict, it encourages tribalism and reinforces the idea that one platform’s success must mean the other’s failure, rather than celebrating a diverse gaming landscape.
The “Humor in Fanboyism”: Memes and Jokes About Console Rivalries
I saw a hilarious meme: a PS5 fan and Xbox fan arguing, while a Nintendo fan happily played Zelda, oblivious. The internet is full of jokes, comics, and memes poking fun at console fanboy stereotypes and the absurdity of the “war.” This shared humor can be a healthy outlet, allowing even dedicated loyalists to laugh at their own (and others’) occasional irrationality, defusing some of the tension around platform preferences.
The “Most Rational” Argument for PlayStation Loyalty (If One Exists)
If forced to make a “most rational” argument for PlayStation loyalty, it would be: “Sony consistently invests in and delivers a high volume of critically acclaimed, diverse, high-production-value first-party exclusive games that define generations and offer unique narrative experiences often unmatched elsewhere.” My PS-fanatic friend would add, “Plus, the DualSense innovation!” This focuses on tangible, consistent software output and hardware differentiation as primary drivers of sustained preference, beyond just emotional attachment.
The “Most Rational” Argument for Xbox Loyalty (If One Exists)
The “most rational” argument for Xbox loyalty often centers on unparalleled value and accessibility. My Xbox-main friend states: “Xbox Game Pass provides an extensive, ever-growing library of diverse games, including day-one first-party releases, across console, PC, and cloud, for a low monthly fee. This ecosystem offers the best financial value and broadest content access in gaming today.” This focuses on service, cost-effectiveness, and multi-platform convenience as key logical drivers.
The “Day I Questioned My Loyalty” to PlayStation/Xbox
I’d been an Xbox loyalist for years. Then Sony showcased Marvel’s Spider-Man for PS4 – a stunning, fluid, single-player adventure unlike anything on my Xbox at the time. That was the day I seriously questioned my loyalty. The sheer quality and specific appeal of that one exclusive made me realize my chosen platform might be missing out on experiences I deeply desired, planting the first seed of doubt in my unwavering allegiance.
The “Offline Fanboy”: Do These Arguments Happen in Real Life, or Just Online?
While online forums amplify console arguments, I’ve definitely seen milder “offline fanboyism.” At a party, my two friends good-naturedly ribbed each other about their PS5 vs. Xbox Series S. It was playful, not aggressive. While the intense, anonymous vitriol is largely an internet phenomenon, preferences and friendly debates certainly happen in real life, though usually with far more civility and less “your plastic box sucks!” rhetoric than seen on Twitter.
The “Age Demographic” of Fanboyism: Is It a Younger Gamer Phenomenon?
My teenage nephew argues passionately online about PS5 vs. Xbox. My older gamer friends (30s/40s) tend to appreciate both or care less about the “war.” While not exclusive to any age, intense, tribalistic fanboyism often appears more prevalent among younger gamers who might tie more of their social identity to their chosen platform. Older gamers, having seen multiple console cycles, often develop a broader perspective or simply have less time/energy for platform crusades.
The “Regional Fanboyism”: How Loyalty Differs Across Countries (e.g., Japan/PS)
In Japan, PlayStation loyalty is almost a cultural default; my friend there says Xbox is a tiny niche. In the UK, Xbox has a very strong, passionate following that rivals PlayStation. “Regional fanboyism” is definitely a thing. Historical market performance, locally relevant game franchises (like JRPGs for PlayStation in Japan), and targeted marketing create deeply entrenched brand preferences that vary significantly from country to country, shaping distinct local console cultures.
The “Cross-Platform Friends” Who Challenge Your Console Loyalty
My core gaming group is split – half on PS5, half on Xbox. To play our favorite co-op shooter together, cross-play is essential. These “cross-platform friends” inherently challenge rigid console loyalty. When your desire to play with specific people outweighs allegiance to a plastic box, the “console war” seems increasingly pointless. It fosters an appreciation for features that unite, rather than divide, the player base, making platform choice secondary to shared fun.
The “Acceptance Stage”: Realizing It’s Okay to Like Both PlayStation and Xbox
After years of mild console warring, my friend finally bought “the other” console. “You know what?” he said, “They’re both actually really good. I like my PS5 for exclusives and my Xbox for Game Pass.” This is the “acceptance stage.” It’s the realization that appreciating, or even owning, both PlayStation and Xbox doesn’t diminish your enjoyment of either. It simply broadens your gaming horizons. It’s okay to like both; they offer different strengths.
The “Economic Impact” of Brand Loyalty on Sony/Microsoft’s Bottom Line
Strong brand loyalty means PlayStation fans buy PS5s even at full price and invest heavily in 70 dollar exclusives. Xbox loyalists subscribe to Game Pass long-term and buy Xbox accessories. My economist friend explained, “This reliable revenue stream from loyal customers is gold for Sony and Microsoft.” Fan loyalty translates directly into hardware sales, software purchases, subscription renewals, and accessory attachment rates, significantly boosting each company’s profits and market stability.
The “Fan-Made Content” (Art, Stories) Celebrating PS/Xbox Brands
I saw an incredible piece of fan art depicting Aloy and Kratos fighting alongside Master Chief and Marcus Fenix. Fanfiction writers create epic crossover sagas. This “fan-made content” – drawings, stories, music, cosplay – celebrating beloved PlayStation and Xbox characters and worlds showcases the deep passion these brands inspire. It’s a testament to the emotional connection fans feel, using their own creativity to expand upon and pay tribute to the universes they love.
The “Hypocrisy” of Fanboys (e.g., Criticizing Xbox for something PS also does)
My PS-fanboy friend slammed Xbox for a timed exclusive deal, calling it “anti-consumer.” Weeks later, he celebrated a similar PlayStation timed exclusive. This “hypocrisy” is common. Fanboys often criticize the “enemy” platform for practices (paid online, game price increases, buggy launches) that their own preferred platform also engages in. It’s a classic case of double standards fueled by brand allegiance, where the same action is viewed very differently depending on who is doing it.
The “Positive Side” of Fanboyism: Passionate Communities, Early Adopters
While often negative, there’s a “positive side” to fanboyism. The immense passion fuels vibrant online communities where players share tips, lore, and excitement. My friend, an early PS5 adopter, helped others navigate setup issues. These dedicated fans are often early adopters, driving initial sales and providing valuable (if sometimes biased) feedback. Their enthusiasm can be infectious, building hype and fostering a strong sense of belonging around a beloved game or platform.
The “Fanboy Detox”: How to Break Free from Irrational Console Allegiance
My friend was a toxic console warrior. His “fanboy detox” involved: 1) Muting console war hashtags. 2) Actively playing games on “the other” platform (borrowing a friend’s). 3) Focusing on enjoying games, not defending a brand. 4) Recognizing that all platforms have pros and cons. Breaking free means consciously broadening one’s perspective, prioritizing personal enjoyment over tribal identity, and engaging with gaming content critically rather than emotionally.
The “Neutral Ground”: Gaming Cafes or Events Where PS/Xbox Fans Coexist
I visited a gaming cafe where one row had PS5s, the other Xbox Series X, and people happily mingled, discussing games. Events like PAX or Gamescom also see fans of all platforms coexisting. These “neutral grounds” demonstrate that when the focus is on shared passion for gaming itself, rather than brand allegiance, PlayStation and Xbox fans can (and do!) interact positively, sharing tips and celebrating the hobby together. It’s a refreshing escape from online battlegrounds.
The “Celebrity Fanboys”: Famous People Who Publicly Pick a PS/Xbox Side
Henry Cavill famously builds PCs but also enjoys console gaming; Snoop Dogg is a known Xbox fan. When celebrities like Post Malone or athletes publicly declare their preference for PlayStation or Xbox (often seen in their social media or interviews), it can subtly influence their own fanbases. These “celebrity fanboys” (or fangirls) lend a certain mainstream credibility or coolness factor to a platform, becoming unofficial (and sometimes official) brand ambassadors.
The “Longest Grudge” Held by a PlayStation Fanboy Against Xbox (and Vice-Versa)
My uncle, a staunch PlayStation fan since PS1, still holds a grudge against Xbox for “killing Sega and the Dreamcast” (a common, if oversimplified, fan theory). My Xbox lifer friend still resents Sony for the PS3’s initial “arrogance” and high price. These “longest grudges,” often rooted in perceived slights or console war battles from generations past, can fuel fanboyism for decades, passed down like ancient lore, even if the current market landscape has drastically changed.
The “Fanboy Litmus Test”: One Question to Identify a Hardcore Loyalist
My “litmus test” question: “If your preferred console had ZERO good exclusive games for two years straight, but the other console had ten 10/10 exclusives, would you switch?” A true hardcore loyalist will often hesitate, rationalize, or say “No, my platform’s ecosystem/controller/friends are more important.” Their answer reveals whether their loyalty is conditional on content or an almost unconditional brand allegiance. It separates the pragmatist from the deeply entrenched fanboy.
The “Evolution of My Fanboyism”: From PS1 Kid to Multi-Platform Adult
As a kid with a PS1, Sony was my world; everything else was inferior. That was pure, uninformed fanboyism. With PS2, I acknowledged Xbox had Halo. By PS3/360, I appreciated both. Now, as a multi-platform adult owning PS5, Xbox, Switch, and PC, my “fanboyism” has evolved into “informed appreciation.” I recognize the unique strengths of each, choosing based on the game or experience, not blind loyalty. It’s a journey from tribalism to eclectic enthusiasm.
The “Company Apology” That Won Back (or Lost Forever) Fanboy Trust
When Microsoft reversed its restrictive Xbox One DRM policies after massive fan backlash, Phil Spencer’s apologies and commitment to listening felt genuine, winning back significant trust. My friend said, “That saved Xbox for me.” Conversely, if a company handles a major issue (like a data breach or unpopular feature) poorly, with a non-apology or dismissive attitude, it can lose fanboy trust forever, pushing even loyalists away. Sincere accountability is key.
The “If [Your Brand] Did This, You’d Be Outraged!” Argument
During an online debate about a new Xbox feature, a PlayStation fanboy retorted, “If Sony did that, you Xbox guys would be screaming bloody murder!” This classic “whataboutism” argument is common. It attempts to highlight perceived hypocrisy by suggesting that fanboys only accept certain practices or flaws when they come from their preferred brand, while harshly criticizing the exact same thing from the competition. It underscores the often inconsistent logic fueled by brand loyalty.
The “Fanboy Bingo Card”: Common Phrases and Arguments
My friends and I created a “Console War Fanboy Bingo Card”: Squares include “PC Master Race,” “No Games on Xbox,” “Sony is Anti-Consumer,” “Teraflops Don’t Matter (or are everything),” “X is a [pejorative]Box,” “Y is a FailStation,” “Sales Figures Prove Superiority,” “My Uncle Works at Nintendo.” Getting a “Bingo” during an online argument is both hilarious and a sad commentary on the predictability of extreme fanboy rhetoric.
The “Future of Fanboyism”: Will It Fade with Cloud Gaming and Acquisitions?
With cloud gaming making specific hardware less critical, and major acquisitions blurring exclusive lines (like Microsoft buying Activision), will fanboyism fade? My optimistic friend hopes so. If games become truly platform-agnostic, accessible anywhere, then loyalty to a “box” might lessen. However, brand identities, community ties, and the allure of remaining platform-specific services or hardware features could ensure that some form of (hopefully milder) fanboyism persists even in a more converged gaming future.
The “Undercover Fanboy”: Secretly Admiring the Rival Console’s Games
I’m a primary PlayStation user, but I have an Xbox Series S on the side, and I secretly adore playing Forza Horizon 5 and some Game Pass indies. My Xbox-devoted friend quietly admitted he borrowed his cousin’s PS5 to play Spider-Man 2 and loved it. This “undercover fanboyism” – publicly championing one platform while privately enjoying games on the “enemy” console – is probably more common than many admit, a quiet acknowledgment of quality across the aisle.
My “Confession”: The Most Fanboyish Thing I’ve Ever Done/Said (PS or Xbox)
Okay, confession time. Back in the PS3 vs. Xbox 360 days, I got into a heated online argument where I passionately (and quite rudely) insisted that Blu-ray made the PS3 objectively superior for all gaming, completely dismissing Xbox’s stronger online and game library at the time. It was pure, unadulterated PlayStation fanboyism, driven by format wars, not logic. I cringe thinking about it now. We all have our moments of irrational brand zeal!