Virtual Consumption

I was thinking about writing one of those Dear Mr... posts about brands and why I am not buying your products. Then I came across a blog which described it exactly, it's called "virtual consumption" when the consumers declares they love the advertising but fails to go out and buy the product.
Why have a brand according to Kevin Roberts of Saatchi and Saatchi:

"You've got to remember, brands are only invented to charge a premium. That was the purpose of a brand; it didn't have any other. Recognize me, desire me, have faith in me, trust me, pay more for me." In short "select me."

But what if I can't afford you and really don't need you in my life even though it's a great product. Most of the time I look past it all and just go blank when looking at brands on a shelf and the decision basically comes down to price. I wanted one of those Michael Graves kettle but settled for a $10 stainless steel kettle on sale last week. Sometimes I just don't want to play the game, it's just water in a bottle and I don't care what you call it.