Again, I don't recall ever stating a max I would pay - perhaps you can quote where I did?
Why wouldn't I compare it to buying a car, a house, a horse or anything? I could buy a cheaper house that provides me with a decent life experience, I could buy a cheaper car which still gets me where I need to be when I need to be there - so the purchasing decisions behind all of them are based on the same criteria - what I want as opposed to what I need - so I see no reason to exclude other purchases from the comparison based on the same criteria.
Hey, don't worry about it, Marketing Works, we all fall for it.
You wouldn't double your budget on a house or car no matter how good it was.