I wouldn't say the market research is entirely inaccurate though as it is just a mass survey of consumer perception. They do valuation based on brand perception and recognizably over a large pool of the public. While you can argue about the actual values assigned to the perception, you can't ignore the broad trends the survey is highlighting. To ignore the research and dismissing as a product of fanboys is to ignore the fact there is actual relevance to the data behind these numbers.
Take for example, cnet's market research on consumer interest in the next iPhone.
http://www.cnet.com/news/iphone-buyi...p-says-survey/