It depends on what you mean by "overpay"- If you walked into a shop and paid list for a guitar that you could have gotten for 15% less by ordering online, but you did it because that specific guitar felt right to you in a way that others didn't, then I wouldn't call that "overpaying". Paying list from an online vendor without doing 15 minutes of web searching to find the same thing for 15% less from another vendor is what I think of as "overpaying". Years ago I had an epiphany- I was traveling, and by the time I got to my hotel at around 10pm I had a raging headache. Normally I keep ibuprofen in my bag, but for some reason I was out that night. Anyway, the hotel gift shop had packets of four capsules of ibuprofen for $5. I was outraged- I could get 10x that amount at the grocery store! But it was late and I had no car, and there were no stores within walking distance. It was pay the $5 or go to bed with a headache. This was when it hit me- I wasn't paying $5 for four measly tablets of ibuprofen, I was paying $5 to solve a problem. At that moment, getting rid of my headache was absolutely worth $5. It's all a matter of perspective.