It's all about business.
It's hard to take the piss out of Samsung and Apple when you work for a company that sounds, aptly, like "who are we".
It doesn't matter if Apple charged 2 grand for a phone, they'd still sell them. Same for Samsung.
People don't seem to understand that there's not an exact correlation between how technically good/bad something is, and how popular it is, or how well it sells.
Once you understand that mindset, you might be more profitable than those you are taking the piss out of. See also - people who slate Microsoft. Well, they've done pretty well financially, so maybe they have some idea of how to run a business.
Maybe some companies understand marketing and branding better than others. You can ignore this if you want, but nobody's even going to know that much about you to care, if you ever come up with something "good".