Dusty: relate the issue to shopping for groceries or clothing (may have better luck with that one) in that you can get the same value but for much less with either another product or at another location.
And, of course, you can use the Martha Stewart argument - why shop at Filene's when you can get the same quality but for much less at k-mart.
I'm with ya brother - hope this helps. Let us know. Mikey.
