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I think what you traditionally define as brand loyalty is different. Speed and price is the story for a lot of brands (Amazon). I teach a college marketing course. Many of my students are interested in what a brand stands for (eco friendly) over its competitive advantages.
They are just so mindful of how much we’ve polluted the planet, they look for it on packaging and labeling. Their friends and influencers bring it to their attention, so social plays a role.
I agree, look at what is happening to Starbucks. They are struggling and lack a strong brand because they have invested too much into their app and gimmicky coffees.