I think this is part of the problem. Everyone wants high-quality (for the most part), but no-one wants to pay more than necessary. If known brand is no longer an indicator of quality, how do you determine that you want to spend say 2-5x the price on something? Reading reviews and such gets you part of the way, but they often focus on new products and performance or style. And it's not always easy to find a review for the thing you are looking to buy. Besides, who has time to wade through reviews for every purchase? So we end up buying the cheaper options because at least then you will only be out a little bit instead of feeling tricked spending more for the same product.