When reflecting on the paradoxical situation we face in 2020, where more than ever is known about the poor health of brachycephalic dogs, but yet their popularity is at an all-time high, the question of why owners are drawn to brachycephalic breeds, and even in the face of chronic or severe health problems, continue to show loyalty towards these breeds, is critically important to explore. Such understanding could inform our approaches to influencing decision-making in prospective owners considering buying brachycephalic breeds in the future, as well as discussions with the many thousands of current owners of brachycephalic breeds wishing to buy them again in the future. This chapter examines the growing literature on human attraction to brachycephalic animals, considering both biological explanations (e.g. kindchenschema and ‘the cute phenomenon’) and recent cultural explanations (e.g. fashion and lifestyle motivations). This chapter additionally explores owner experiences and perceptions of brachycephalic health that may perpetuate undertreatment of conformation-related disorders, while driving ‘breed loyalty’ (the desire to repeatedly acquire/own their breed) despite ill health in their own dog. In contrast to the vast literature describing the health challenges of brachycephalic breeds and studies to understand underlying causes and develop effective treatments for these disorders, literature understanding the ‘human’ component of the brachycephalic dog–owner dyad is in its relative infancy but may prove pivotal in turning the tide on the current ‘brachycephalic crisis’.