[chromic]

You're missing the point. The author has nothing against saving money or being frugal. He is just pointing out that for a variety of reasons, people who can afford better alternatives that would make them substantially happier/healthier/more productive choose cheaper alternatives for cheapness' sake.

[benatkin]

It's a word trick. He's using a word that's most commonly a pejorative to draw people in, and then as people read the article they see that he just means that someone's exhibiting the literal meaning of loser (as in a 2 player game when there isn't a draw and there's a winner and a loser).