Price should not be conflated with quality, which I think this article may be doing in it's closing statement:

>But he also found people with "conscientious" characters seek out pricey models, too. >"People with this type of personality are, as a rule, respectable, ambitious, reliable and well-organised," the statement said. "They take care of themselves and their health and often perform well at work."

Seems to me those people may be seeking quality and build sophistication.