Ralph Lauren jeans has plenty of competition and the customer is reasonably well informed: * Do you want to pay a premium for brand value? Awesome, buy the Ralp

Ralph Lauren jeans has plenty of competition and the customer is reasonably well informed: * Do you want to pay a premium for brand value? Awesome, buy the Ralph Lauren (or Lucky, or whatever). * Do you want something reasonably durable but cheaper? Buy Levis. * Do you want something cheap but convenient? Buy something at Target or Walmart. There are dozens of options and hundreds of styles and the end customer can try them on and decide what works for them. When you are at the emergency room and are given treatment with no opportunity (and in most cases, ability) to compare the various treatment options, then, yes, you tend to expect the caregiver to not mark something up 10, 25, 100X.