I think PC games are a prime target for enhanced marketing techniques.
So, brand identity is a method to get money from the consumer, but this gives them satisfaction, and satisfaction means contentment, which translates to less sales. And so in the industry, brands take turns being the good or bad guys, so that industry as a whole reaps greater profit - since, as a matter of perception they offer as least as possible, while making it seem new, and better - but it is more of the same and can not be anything else, lest it give satisfaction. This ‘leave them wanting more’ assures future sales.
And so, they divert attention away from this practice by creating controversies that limit the scope so that the larger scheme is undetected.
And so PC gamers get the treatment since they spend so much more on hardware than console users. And this is the reason behind the brand A vs. brand B battle. It is marketing that channels consumers into their slot, but it doesn’t matter what they do as consumers (buy, boycott, critque) It just gives them a way to blow steam as they are continually being played by a game of industrial scope.