In many cases, it doesn't make sense to pay more for a brand name product, when you can find the same quality and level of performance in a lesser known brand. The higher cost of name brand items goes directly into the company's marketing budget which in turn creates the false need and desire in consumers that fuels demand for that brand. In reality, brand name only buyers have been duped by a  clever advertising campaign that convinces them that their brand is best, when the proof isn't necessarily there to back up the claim.