Personally I don't care who makes my film, I just want to keep shooting it as long as possible. I was at the Iowa State Fair today. Lots and lots of people with cameras. Only 1, that I saw, shooting film. Me. That's why Kodak is going downhill and is potentially headed for the end. Remember RCA? They had marketed themselves with a dog and a phonograph. RCA isn't around anymore, pretty much vanished from the face of the Earth. I think it's because people associated them with old technology. Same with Kodak. Kodak is film, even if they invented digital photography or hugely contributed to it.
Reality is 99% perception.