Consistency principle

I hit upon this dilbert blog which states: Most of the truly stupid things done in this world have to do with this consistency principle. For example, once you define yourself as a loyal citizen of Elbonia, you do whatever the King of Elbonia tells you to do, no matter how stupid that is. And your mind invents reasons as to why dying is a perfectly good life strategy.

I guess I got the answer to why people stick to a company inspite of having a horrid experience there...