Are they retired? Their time is worth nothing, at least apparently not to them. And the thrill of saving that $2 is worth something, as is the resulting mild brag they can tell their friends.
And people always forget to account for taxes. Purchase prices are in after-tax dollars and hourly wages aren't. Between sales tax, state and federal income tax and government benefits phase outs from earning more money, the wage-equivalent value of saving a buck can be around double the nominal hourly wage.
In New Zealand the marginal tax rate for the median earner takes more than 1/3rd of your wages. The top marginal rate is 39%. It isn't motivating!
All else equal, even if it takes you twice as long to do something (compared to employing someone), you are often better off doing it yourself.
The act of not buying another subscription just feels good, monetary value is negligible.
Many don't have time to price shop. However any pressure such as this, rewards competitive pricing, and damages gougers.
It does matter.