They're there for each other.
If you saw Her, you might have left wondering how long you'll have to wait before technology catches up with the human need to connect with a purely digital consciousness. We're not there yet, but as comic book artist Chip Zdarsky demonstrates with his Applebees and Me tumblr, we're close.
Humans may not be able to fall in love with operating systems, but there's nothing that says a human can't have a delightful, caring friendship with a global brand. Reading these, it's clear, no one has to be alone anymore. You might see a multinational chain with a social media presence, but after reading these comment threads, all I see is a friend I haven't met yet.