Is there a word for people who are extremely skeptical of expensive things? Maybe I'm just cheap, but my attitude is simple - unless you can show me an objective benefit, I ain't paying for it. When I see a "story" driving a product like the article mentions, I often react in total disbelief or outright disgust, it's something that quickly sends me to a competing product.
The audio industry is particularly bad with this kind of thing, only a few people actually looking at numbers and doing blind ABX tests.