I think it depends on what is important to you, whether you are trying to buy it for life, what is the reason you are buying it, etc. Having said that, you have to do your consumer research and make sure that you know what you are buying. What might have been a quality brand name that you could trust ten years ago may now have moved overseas and turned into junk. Sometimes it is well worth it to buy a higher quality item, after doing your research and after shopping for the best price. Sometimes it doesn't matter that you are buying lower-end. For my basement bathroom, I buy the absolutely cheapest toilet paper I can find, at 25 cents a roll at Aldis. My husband doesn't go down there. For the upstairs bathroom, that my husband with his high-maintenance rear end uses, I buy Charmin Sensitive toilet paper with Aloe and Vitamin E at around $1.25 per roll. My dad (died 1996, God rest his soul) had certain expensive toilet paper preferences, too. So my mom bought it for him, because to him, it mattered. So hey.