I encounter a lot of mac users trying really hard to "like" their computers, because they've been told they're supposed to love them. After all, they're so much better than PC's, they're easier to use, more reliable, never get viruses, and look how much it cost! It must be a better machine . . .
So when they discover that they aren't really easier to use, software is different (or unavailable), and it's unintuitive (unless you're already familiar with macs), they blame themselves not the machines.
If asked if they're satisfied, they'd likely say "yeah I'm satisfied, but I'm not smart enough to figure it out."
So an odd situation has been created where many people are NOT comfortable with their mac, but they're very unwilling to criticize it because they think it's a reflection on their own abilities rather than a problem with the mac itself.
With PC's the attitude is just the opposite! It's "cool" to talk-down a PC. Thankfully for my business, people blame the "Darn-Computer!" at the drop of a hat for anything & everything, even when it's clearly a PEBKAC issue.
PC people blame their PC's. Mac people blame themselves.
Here are a couple of applicable quotes from the article the OP linked:
"Some of that excitement is comes from Apple's famed "reality distortion field," in which a combination of brilliant marketing and Steve Jobs' aura of being ahead of the curve creates an inflated degree of excitement about the company and its products."
"Apple maintains that by creating great customer experiences around its popular devices, it can generate positive associations with its other products, including its Macintosh line."