I don't think that we are 'clued up' as much as the Yanks they are born to sell, if we advertise a cheap price we tend to go and do the job or sell the product at that, stupid really but we are sold/told by Media or day to day advertising that cheap or cheaper is wonderful everywhere you go cheap is your friend and offers you more for your money.
Value for money is better than cheap, you can get what you want without cutting corners or missing off what you really want, but it is a bit harder to sell against the flow of cheap, cheaper, cheapest, 50% off etc.
Shaun