Basically if someone is in an emotional affair, they start to spend a lot of emotional energy on the person. (marriage.com)
They feel that they've spent so many hours and so much emotional energy on this project, they're surprised that someone else can't see the value in it. (toughnickel.com)
If they have already used the brand and built up some goodwill, or have invested emotional energy into the brand, it can be difficult to change. (slaw.ca)