I think people do have an idea what cheap is, but some are actually looking for cheap. Which is a market heavily served by many companies.
Some people are searching for quality, it's a bit like me, at the moment I'm looking to book a holiday, on the holiday websites I tick 5star A/I which gets rid of all the cheap budget holidays.
I know we can't filter our website calls like this but like Garry said we can make our websites more quality orientated . To me poor people want...... quick & easy, .....you look ok,.... you tell them what they want to hear.
Quality people want more information, they want indelph information about the whole process so they can make an informed decision.
Just like newspapers, cheap people read the Sun with its big pictures and big headlines but no real information, the rich read The Times or Telegraph with massive amounts of indelph information. Rich people want information.