nickc; yeah, I suppose you’re right. You can CHOOSE to be ripped-off, or not!
I’ve bought top-branded ‘mtb’ kit, and much cheaper non-specific stuff, and there’s very little difference in quality, if any at all, with most of it. I appreciate some things are made by smaller companies, and are always going to cost a bit more than stuff that’s made in huge volume in huge factories staffed by people on very low wages, but there is still a lot of stuff that is simply over-priced.
For balance, for example; I’ve bought Hope hubs, which cost a good bit more than other equivalents, and been glad of the investment in quality. So, as you say, ‘choice’…