"I can't work out why they don't just admit to themselves that they don't like it and spend their time doing something else".

It's because we're nerds. That's what we do - constantly biting the hand that feeds us, semi-affectionately. As the Lone Gunmen said to Mulder at one point "we're going to get some beers and nit-pick Deep Space Nine* tonight - wanna come?"

Part of the love is the mock-hate.

*A bigger nerd than I will doubtless substitiute the correct series mentioned here.