It seems to me that their target market is people who read the quote and go "I don't care enough about this to look elsewhere" - i.e. people who care if they're

It seems to me that their target market is people who read the quote and go "I don't care enough about this to look elsewhere" - i.e. people who care if they're acquiring sufficient value for money+time spent, rather than people who care that they're acquiring the most efficient use of their money.