They all suck in their own way, All but Sony, Microsoft, and Nintendo are basically irrelevant, no offense to anyone who still prefers them. The following is all highly opinionated of course.
Nintendo seems to understand best of the big three what it takes to make a good game, and they also tend to do interesting things with their hardware, but it's also usually under-powered more than it should be, and they make some really evil high level decisions like bullying emulator devs and stuff.
Microsoft is a soulless evil company that radiates hatred and corporate sterility in every single product they make, if you disagree I would argue you haven't experienced what it's like to use an alternative whose devs actually gaf, as such I really despise the Xbox, personally. Also Xbox is largely pointless if you're already happy to use PC instead, especially if you don't mind Windows.
Sony seems to love to fuck up on the regular, forced PSN on PC, over-investing in live service, etc, etc. Their games used to make arguing for them much easier, but lately they've been playing it more safe and thus mediocre for the most part. Astro Bot, arguably Stellar Blade too (although put some baggy clothes on the protagonist and tell me if it's still as appealing), was a light in the darkness but there's still Spider-Man 2 and God of War Ragnarok, what should have been massive titles, fumbling in their stories, being buggier than the predecessor, upping the graphics without really looking that much better. Especially with most PlayStation titles coming to PC in a reasonable timeframe, the arguments in favor of Sony have been pretty weak this console generation.
Brand loyalty is stupid though, as others have said, go by the games first, always. If poopy performance bothers you, maybe be weary of Nintendo, a first party title running like crap on the only device it's supposed to be playable on is an embarrassment. If poopy performance bothers you a lot and you have big money bags, invest in a nice PC. I choose Sony because they occasionally make a good exclusive and it usually runs good on the console. If it counts in this discussion though I'm team PC all the way, best of all worlds for the most part.
