[adrianhoward]

I'm guessing most businesses do NOT want to be seen the low end type.

That totally depends on the market the business wants. If you're selling low-price office supplies then you want to look like you're selling low end office supplies. If you have a classy expensive brand to your site, then your customers will be more likely to think you're selling a classy and expensive product. If you're money is in supporting the low-end then this is a very bad move.

You brand yourself for your market. Burger King don't want to look like a four-star steak restaurant. And vice versa.