There are two types of shoppers - the checklister, and the gut-feeler. The checkllister looks "objectively" at features and price. I need a website with a homepage, a products list and a blog. The cheapest supplier wins. The gut-feeler places more importance on the "subjective" feel of the people doing the work. A supplier may be more expensive but they felt like they cared more about what they do and seem to have more knowledge and experience (regardless of certifications and quality stamps). Where the features (outcomes) are the same, and where the reasons for the price difference is clearly articulated and felt; gut-feelers would choose the supplier that felt better.