My guess is that a study asking these "independent geek" underachievers about nice cars or fine wine or other luxury goods would find them similarly critical. But I suppose the study is correct that for many there is pressure to conform to your social group by proving your non-conformity by disdaining the iPad.
re "scored terribly in the areas of altruism" from OP: The study may have found that we iPad owners scored low in altruism. Whether that is terrible or good is a subjective judgement and in no way addressed in the study. Besides, Internet posters tend to use the word altruism only when they want to hijack the discussion to be about a certain dead philosopher.
Optimization hinders evolution.