I just finished a book called "the media monopoly." While I knew and/or assumed most of what it discussed, there is one important fact that I discovered; our materialism costs us as a nation $30 billion a year. Take an item like bleach. When you go the supermarket you will see that there are various different brands at vastly different prices. The simple fact is that bleach is bleach; there is little difference between each brand. Then why would someone buy a more expensive brand? The answer is that the type of color, or image conveyed in the ad tells us that we will be safe, or cleaner. New and/or lower priced companies will have to spend more money in research and commercials to compete with the big boys, which forces them to raise their price to cover the extra costs.
Please, stop being lame and buying more expensive products only for the sole reason that you have some sort of identification with the color blue. You're fucking it up for the rest of us.