MRI Shows Apple Stimulates Fan's Brain Like Religion

Is this a scientific discovery of people having idols? I wonder what happens if this was done with a sports person or someone who is a hardcore fan of some band or TV show: MRI Shows Apple Stimulates Fan's Brain Like Religion - The Consumerist:

When he was looking at Apple stuff, the areas of his brain lit up in the same way as religious people's do when shown faith-based imagery.

'This suggests that the big tech brands have harnessed, or exploit, the brain areas that have evolved to process religion,' says one of the scientists.