It comes down to perspective and how you value your money and your time. For some consumers, for example, a 2x difference in price is a huge deal, and the time

It comes down to perspective and how you value your money and your time. For some consumers, for example, a 2x difference in price is a huge deal, and the time spent figuring out the best product at the best price is very well worth it. For others, they'd rather pay 2x (or 5x, or 10x) the price to get a higher-grade product without having to spend time and effort shopping around and comparing things. They want a good product but their time is worth far more than their money, and buying the more expensive product is actually a way to buy back the time they would otherwise have spent in comparison shopping, doing a return of a bad product, etc. For yet other people, they buy higher-end goods (especially clothing, cars, etc) because they want to show off. I don't really understand this compulsion but it's definitely a factor for some. In that case the more expensive brand is better in part because of the fact that it is more expensive.