Imagination is what keeps us from becoming actuaries.
It protects us from that nagging feeling of sameness, where one day seems identical to the next.
There are areas of our lives, however, where imagination is locked out like A-Rod from baseball.
One such possibility relates to iPhone owners. Critics rail that these people should see the light of a new brand. Yet they seem to enjoy a loyalty to Apple that borders on the insane.
Now a survey suggests that iPhone owners are suffering from what the study's creator calls "blind loyalty."
UK company SIMOnlyContracts asked 2,000 iPhone owners what was wrong with them. Well, technically it asked them how they felt about their phones.
SIMOnlyContracts founder Roshan Bholah told the Telegraph: "It's really interesting to discover this blind loyalty amongst iPhone users -- they'll no longer consider other mobile phones on the market, purely because they trust Apple and perhaps like being associated with the brand."
The numbers were the kind other brands would salivate over and imagination experts might scratch their heads over -- 78 percent of respondents said that they "couldn't imagine having a different type of phone now."
This cannot be heartening for those companies that believe they make phones that are not only different, but better. Indeed, all the rumors that Apple will produce an iPhone 6 with a larger screen will invite many to conclude that, of all things, Cupertino is following Samsung.
Interestingly, 54 percent of the survey respondents said that their current iPhone wasn't their first.
Of these people, 37 percent admitted that they'd bought another iPhone so that they could stay with iOS; 25 percent said that they renewed their iPhones because their friends and family had them too.
Of those who had switched to the iPhone, the most (17 percent) came from BlackBerry, and 14 percent came from Nokia.
But Bholah didn't get his "blind loyalty" idea from nowhere. For around 60 percent of respondents reportedly admitted to precisely that -- a "blind loyalty."
If only the world's marriages were this secure.
The word "blind" when referring to loyalty makes it sound as if those experiencing it see nothing that is real.
Yet some relationships accept their imperfections and difficulties with open eyes and remain happy.
Perhaps that's the case for many iPhone owners.