I've embarrassed my sons many a time when shopping with them by exclaiming loudly "How Much!!!" when they are looking at stuff that is expensive purely because of the label it carries. The best, and most surprising result of my saying this was many years ago when we were trying to make our falling down cottage liveable, and visited a reclamation yard to look for roof slates. We had been looking for a while and they were all more than we could afford. On asking the price of the slates in this particular yard, I was very surprised at the low price quoted, and before I could stop myself, out came "How Much!!". The poor man thought I was complaining about the price, and promptly lowered it by about 30%, which was a very good deal indeed, and my husband still laughs about it to this day.