I used to wear the Fruit of the loom all the time when I was younger, but then a friend of mine introduced me to JM and since then it's gone onto the larger name brands and I don't see myself going back. I mean this fabric is up against your crotch all day at work, or at the gym, or whatever you are doing, and the feel of a good quality fabric goes a long way. Plus I find that they usually have more of a pocket in the front so it has better support than the plan Hanes/FOTL have.
I also enjoy the fun prints that brands like Aussiebum, Ginch Gonch, and Punto Blanco have, I know it might sound juvenile, but since I work in a 'serious' business (internal reporting for an international bank :S) it allows me to insert some fun into my day, even if no-one else knows until I get home. I get a mental boost to know that while I might be presenting boring productivity reports to a bunch of suits, my underwear has cartoon robots on it with laser guns, and that brings a smile to my face.
I have no issue with saying loud and proud: My name is Ian, and I love my immature expensive cartoon underwear!