The other day, the local newspaper had a front page story announcing a new local, college-based reality television show – entitled “Cheapster.” The idea behind the show is for college students to come up with innovative ways to show their frugality… and the winner will receive $10,000.
While I’m certainly for wise spending, the whole concept of “cheapster” I find appalling, especially the title. Everywhere I look, there’s another facet of the “cheaper is better” belief, from Amazon and WalMart to so many “sales” that a recent survey revealed that many consumers won’t buy anything unless it’s on sale. Part of this emphasis and concern about price is doubtless a result of the long recession and the slow rate of recovery, especially in better-paying jobs, but I think the emphasis goes beyond that… and the implications certainly do.
When we as a society emphasize “cheap,” we’re also inducing, if not forcing, manufacturers and retailers to produce goods in the cheapest way possible, even if that means outsourcing production to third-world sweatshops and child labor. It’s also an inducement to deception, as in the case of the book industry, as I’ve pointed out, where the “cheapest” prices for bestsellers doesn’t necessarily translate into overall lower prices… and where the reduction in book outlets where people can browse has greatly contributed to a decline [in real dollar terms] in sales and certainly in the diversity of books provided by publishing firms, thereby effectively reducing choice. Yes, I know that self-publishing ebooks has taken off, but most people don’t have the time to peruse all those titles… and that’s another facet of reducing choice in a realistic way.
Then there’s telecommunications industry where, despite all the claims to the contrary, overall people are spending far more on communications than ever before and where “basic” service is more expensive now, even for cellphones, than it was in the time of the great Bell monopoly. This tends to be forgotten because long distance calling is “cheap,” if not close to “free.”
“Cheap” airline fares aren’t really, not with all the extra charges, and travelers pay more in the way of inconvenience because the cabins are jammed with luggage to avoid checked bag fees, and that means that flights take longer because it takes longer to load the aircraft… and that, in turn, increases operating costs and overall travel time.
Beyond the myriad deceptions of cheapness is also a larger question. What ever happened to other virtues, such as quality or reliability? And what happened to the idea that price reflects value?
But does all that matter, so long as it’s “cheap”?