Perhaps it was the establishment of the McDonalds, Costcos, Walmarts, and SuperStores.
Somewhere along the line, we have built a culture of cheaper is better.
If you can find a deal then you have done better than the person next to you. And that can be the case if you are buying the exact same product.
Shopping around for a brand name product to get a cheaper price can keep more money in your pocket perhaps.