As much as I don't care for that word Robin I think it's just part of our culture. Everything is "cheap" and promoted as being better if it's "cheaper" if you think about it. As much as I like to shop at WalMart, it is the WalMart mentality that cheaper is better and it's pretty much taken over our culture to think that way. Cheap and convenient have become the way to be a smart shopper so in some ways I understand why it's so often used. Personally I try to think and promote things that are cost effective....that what you spend is appropriate to what you can afford and what item or service you are expecting in return and that the bottom line price isn't the only game in town.