I agree with this belief, as well as not letting perfect be the enemy of better, as in this case: I can choose Apple over FB while still not liking Apple.

The problem is it's really hard to hold these apparently contradictory positions in your head at the same time. We love binary distinctions on single dimension axes because our brains are more efficiently with this paradigm. In truth the world at any degree of scale does not work this way and we've got to do a better job developing more nuanced personal positions.