In your case, it appears that saving the cash outlay trumps everything else. At least that is the only variable you identify in your hypothetical scenario . . .

I would hate for there to be a system wherein some gestapo for fair consumer behavior could collar you -- or anyone else -- for materialistic behavior. If you can live with it, so be it. What has been pointed out here is that some folk are recognizing the presence of other issues and are exemplifying other values. Also that whatever your values, there may be real long-term consequences for behavior that is of short-term advantage.

It's not about establishing some hard-and-fast rule but an invitation to consider the bigger picture and allow some other values and principles to enter into your decision making process as a consumer.