Poor(er) people think that way. If you're rich, you have the luxury of getting what you want, and not having to have the cheaper stuff; of not having to choose between a good product or a good holiday/eating out more/clothing and feeding your kids. Poorer people don't have that choice. And it's not as if the elite/rich people are doing all they can to lift poor people out of poverty. I'd not blame "consumers" for trying to stretch their money as far as possible.