Man, part of me wishes the theory were still true. So many products you spent good coin on and then later find out are in fact no better than the cheap stuff (or worse, literally just rebadged Alibaba products!).
This is still true in the margin, but it requires a shocking amount of research to suss it out. You might enjoy the Rose Anvil channel, as it dissects boots (literally) and discusses their quality in depth. https://www.youtube.com/watch?v=1vHTlrwHttc
There are cases where spending more gets you a more premium product ... but in so, so many cases it's just like you stated. You spend on luxury, and the "nice" speakers have the same terrible PCB design and fail in 1-2 years, or the "nice" skilsaw ends up failing way too soon, etc. A brand used to be good, but now it's terrible, and you have no way of knowing. It's all a mess.
Yeah, I think about this a lot. I currently need a vanity base. There are no businesses doing this within 100 miles of me, as far as I can tell using the information avenues available to me. So I'm shopping semi-identical jpgs with some filters on untrustworthy metadata from Wayfair, Home Depot, Lowes... They're all selling the exact same things. Does it even matter if I pay $200 vs $2000 on these sites? I can't even see what the difference is between those two options.
What about the "craftsmen" on Etsy? Are they even real? Or, I could pay $5000 for an individual, local, physically extant American with a name and face to make it from scratch, which I would love to be able to afford.
So I pick one at random off Wayfair that claims to be made of solid wood and has a price that is neither suspiciously low nor suspiciously high. Maybe I've just bought cheap boots, but it's insane that I don't even know.
Expensive doesn't guarantee high quality, but very cheap almost always means low quality. A £200 pair of boots might be great and last for a decade, or might be overpriced and fall apart after six months. But a £5 pair are definitely going to be crap.
I would say this still holds true but not for singular products. Take Costco for example, long term you save money and you get high quality products. But that comes at the cost of having to spend quite a bit up front to buy in bulk.
Not to mention it also assumes you have the space to store those products.
This is part of why I now tend to go for the cheapest. I do a bit of research of course, but most goods have been commodified (and corners cut). Nowadays the only guarantee you have when paying more is that you have less money in your wallet.
This is what happens when vendors recognize the boots theory and build it in to their approach. If “more expensive is better,” just price the same item into a higher price bracket and pocket the difference. If you want to be fancy, rebadge it a bit.
I’m just amazed that they don’t even bother to use alternate product pictures.