[nickserv]

I think you're both right.

Marketing is very effective, and lots of people are willing to pay a little bit more for a particular brand.

On the other hand there's also lots of people who will look for the best value for the money, or want to support smaller luthiers.

As you mentioned usually with experience one gravitates towards the second group, but most instrument purchases is entry level gear for beginners.

Disclaimer: coming from classical guitar world, but have noticed largely the same pattern, eg someone paying more for an Alhambra when a regional luthier will be less. Not that Alhambra is a bad brand, just that those marketing salaries have to come from somewhere!