I think that if you're hating on other riders for the gear they are riding, you are missing the entire point of mountain biking. While I have owned specialized bikes and chose not to purchase them the last time I bought a bike, I think its great when I see other people riding their bike and in my area, much of the time, peoples first decent mtn bike is a specialized. If your buddy asks your opinion about what bike to get, you are welcome to educate them on why they may want to choose one brand over another, but unless you are buying the bike, you should just accept what they bought and move on.
I do use specialized shoes and saddles exclusively because those are what I have found consistently works for me, I can order a 43.5 size specialized shoe and know that it will fit me and i'll have no knee pain. Same with saddles (although I have heard good things about ergon saddles, I may try them next.)