Why do they fight so much?

Well, everyone should have noticed by now how much PS3 and X360 owners start flaming each other. Why does that happen?
Simple enough, as most human beings in most of the areas in life they just can't seem to coexist. Since PS3 system is technologically much better than X360 and X360 has far more interesting games (until around christmas season when many interesting titles will be release to the PS) people start defending their own systems (as should and will always happen).

Both sides don't seem to realize that each system has it's own pros and cons, however the only things seen on flame wars are stupid things like "Oh, Sony is going bankrupcy!" or "PS3 sucks, "X360 sucks".

I guess it's just a matter of being smart and be able to have an actual conversation with someone whose thoughts differ from yours. But, as it happens in soccer, rivalry seem to always win.