Frugality is not about consuming but investing in your life: that often contradicts with cheap.
Frugality is about not buying things you don't need but buying things you can't live without. A frugal person will typically invest in quality because he knows he'll be using the item for years and doesn't want to replace it every few.
I wouldn't consider myself extremely frugal but my favorite shoes I'm wearing today I bought in the year 2000. They feel great, they have never had to been repaired, they resist water enough, the leather is in good condition and actually they didn't cost much (guesstimate in today's currency: 100-150€). But I have this mindset that I don't need new shoes just for the sake of new shoes. That's frugality. I will wear mine for another ten years if only they'll hold together and still look tidy enough to walk into the public. (They look used of course, but still tidy.) If they don't, I'll have to buy a replacement pair.
Frugality is also sometimes buying the cheapest thing. Buying a cheap electric drill is frugal if you only drill a few times a year, which makes the drill last for decades. Buying the best that money can buy would be frugal if you're a carpenter or do renovations every week and need a professional grade durability; however, if you're not doing that you're not frugal but rather just going on the hifi tangent and in reality you want to buy the expensive model because of your ego only.
Frugality also brings focus to—I was going to say consumption but I'll say personal investment instead. It makes sense to buy quality items for what you love: if you love riding a bike then investing in a quality bike is frugal because it saves you and the environment from unneeded consumption and hair-pulling. But you can't love everything either. You can't have the top of the line computer, screen, home theater, coffee grinder, washing machine, mattress, toilet seat, motorcycle, car, bike, camera, video camera, clothes, shoes, accessories and consider yourself frugal. You can have one or two because you simply can't be spending all of your time only grinding coffee, coding, washing laundry, riding a motorbike, and shooting photos.
And yes, being frugal inevitably does make me look like a loser in the eyes of some people. But then what?
Other people's opinions about me are none of my business anyway.