The launch of the Nintendo Switch 2 is one of the most highly anticipated events in the gaming world, with many expecting the handheld device to launch later this year. Although the Japanese company has remained largely silent about its upcoming device, there have been a number of leaks and speculations about the console.

The latest of these came from CES, where an accessory maker called Genki showed off a rumored model of the Nintendo Switch 2.

You’d expect the internet to be happy about this, after all, who doesn’t know more details about a console that’s sure to be popular? But things are a little more complicated.

The online reaction to the ongoing series of Nintendo Switch 2 leaks has left the internet somewhat upset, helping to illuminate the complex nature of modern fandom and brand relationships.

The Nintendo Switch 2 and the Internet’s reaction to the leaks

The original Nintendo Switch came onto the market back in 2017. It differed from other consoles in that it was a hybrid device that could be played in both handheld mode and docked, meaning users could connect it to a television.

The device was a huge success for the company, as the Nintendo Switch was the third highest-selling console of all time, with over 146 million units shipped.

However, since its launch in 2017, the gaming industry has changed and evolved. The next generation of Xbox Series

However, numerous rumors have emerged recently that the Nintendo Switch 2 is coming and will be released later this year. In addition, aesthetic details have also been leaked and the internet has been behaving strangely.

Where one might expect excitement, there is often a feeling of disappointment at the rumored design:

There are event suggestions in posts and memes that suggest Nintendo spoiled the experience for fans by not announcing the Switch 2 itself and not taking control of the leaks:

Others go even further and wish the Nintendo Switch 2 will be different than what they’ve seen before:

There’s even a feeling of weariness, dejection and dark amusement at the constant state of leaks:

Of course, that’s not the whole story. There are still a lot of people excited about the Nintendo Switch 2, but on the surface it’s strange that there’s negativity surrounding the console. So what’s going on?

Why the Internet doesn’t seem happy about Nintendo Switch 2 leaks

We can find an answer to this mystery surrounding the Nintendo Switch 2 when it comes to how people engage with companies, especially those they interact with in their childhood.

Research from the Academy of Marketing Science states that “consumers can form strong connections between the brand and themselves.” This can lead to brands playing a prominent role in people’s lives and even being “relevant to and aligned with one’s needs, goals, values ​​and identity.”

To put it another way: brands can have great meaning for people. Companies can become an extension of individuals, things with which they are not only emotionally connected but also defined by them.

This can be strengthened if started early in life. As Marketing week According to reports, brands reaching people at a young age can pay off in the future as they can become lifelong customers.

Considering that an estimated 97% of children between the ages of 12 and 17 in the US play video games, brands like Nintendo can attract passionate fans who feel like they grew up with the console.

Combine this with social media and access to unrestricted information, and users find themselves in a strange situation.

You feel an emotional connection to a company like Nintendo, which has remained largely silent about the Switch 2 at the time of writing. However, there is a wealth of information on social media beyond that.

This can lead to a confusing sense of betrayal, both towards Nintendo for remaining silent and towards people who might abuse the company’s trust.

There’s potential cognitive dissonance here, where people don’t know what to think of the Switch 2 because Nintendo, the brand they have an emotional connection to, hasn’t announced it, but others have.

Research shows that anger and cognitive dissonance are linked, so the internet’s negative reaction could be due to this.

When it comes to the Nintendo Switch 2, we are ultimately in a borderline area. Many details have been leaked, but the company itself is silent. This has led to some interesting reactions online, but when the console is officially announced, those emotions will likely pass and people will feel comfortable and excited again.

The relationship between people and brands is complicated and Nintendo is no exception. In the interest of the fans: Bring the Switch 2.